In-depth analysis on the digital presence of Dasani Sparkling and La Croix with recommendations for improvements as well as the strengths and weaknesses of each brand.

1. BrandComparison
Paper
Dasani Sparkling
vs.
LaCroix
AlexaChesser
1

2. T A B L E O F C O N T E N T S
2
TableofContents...........................................................................
ExecutiveSummary........................................................................
Background.......................................................................................
TargetMarket andGoals..............................................................
Implementation:
Website.........................................................................................
Instagram.....................................................................................
Facebook......................................................................................
Pinterest.......................................................................................
Youtube........................................................................................
SentimentAnalysis.........................................................................
TheFinalTally....................................................................................
Winner.................................................................................................
2
3
4
5-6
7-9
10-14
15-17
18-20
21-22
23
24
25

3. EXECUITIVE SUMMARY: LACROIX IS THE WINNER
CHRISTOPHER WREN
After analyzing Dasani Sparkling and LaCroix's
on their overall digital presence, it is apparent
LaCroix is the winner for this comparison.
LaCroix has done a great job building their brand
while developing their consumer perception and
reputation as a lifestyle product.
Throughout this comparison, you can expect to
find LaCroix's use of all digital channels to create
a cohesive brand image and serve a place for
customer engagement.
You will see Dasani Sparkling's use of digital
channels in a manner that is not quite as
cohesive. As result, I recommend they evaluate
what they wish consumers to associate with
their brand and work to develop and foster it
online. 3

4. Background
DasaniSparkling LaCroix
Founded 1981 as an alternative
to the leading sparkling water at
the time, Perrier. Perrier was
viewed as sophisticated.
Was sold to National Beverage in
the 1990s, they still own LaCroix
today.
Predominately known in midwest
until 2000s.
Rebranded once in 2002 and
again in 2015.
Second rebranding goal was to
capture millennials and hop onto
the less sugar health craze.
Created in addition to the
already existing Dasani water
line in 2013.
Owned by The Coca Cola
Company.
Redesigned in 2016 with changes
to the can shape and logo.
4

5. T A R G E T M A R K E T
Both Dasani Sparkling and LaCroix have a target market of
millennials.
Dasani seems to be seeking out millennials who like nature and
sports.
LaCroix seems to be seeking out millennials who are chic, live in more
urban areas, enjoy events like yoga and potentially have young
children.
With both drinks containing no sugar or preservatives, they're also
striving to reach the health conscious portion of the market.
5

6. G O A L STo grow its customer base, specifically
males
To establish itself and a brand identity
within the market since their rebranding
To cultivate consumer relationships
through consistently responding to user
comments across all digital channels
To grow its male customer base
To enhance its lifestyle brand
perception
To grow their consumer base through
word-of-month, which is done by
encouraging fans to post LaCroix with
things like their hashtags
L A C R O I X
D A S A N I
S P A R K L I N G
6

7. W E B S I T E
Dasani's sparkling website
showcases three of their newest
flavors. The design is minimal and
clean.
There is a tab which features
pictures they are tagged in on social
media.
Another tab highlights their mentions in
articles online.
The last tab features recipes to make
mixed drinks with the sparkling waters.
At the bottom of each page are photos
displayed from their Instagram page.
7

8. W E B S I T E
LaCroix also has a minimal website design.
When a consumer views their sight, the first
image they see is of the new LaCroix flavor.
Unlike Dasani, LaCroix uses a slider on their
page which changes the featured image
every few seconds.
Under the about tab, one can find LaCroix's blog
which features content on entertainment,
promotions, fitness and more.
LaCroix also has a tab for their hashtag LiveLacroix.
Upon clicking on this tab, pages of pictures of
LaCroix fans with their favorite drinks appear.
8

9. THE WEBSITE WINNER: LACROIX
LaCroix takes the prize for best website overall.
Though the main website pages and features are
quite similar, LaCroix does a great job interacting
with their consumers with their blog and use of
their Hashtag. Their slider feature on the main page
is also a great way to capture the viewers
attention.
D a s a n i R e c o m m e n d a t i o n s :
Though they seek to engage with consumers through the
recipes tab, I'd recommend incorporating additional
topics under the same page. They could blog about the
latest health trends, exercises and other relevant
content for their target audience. Maintaining a
consistent cadence keeps consumers coming back to the
site to check out whats next!
9

10. D A S N I
S P A R K L I N GDasani uses one account, @dasaniwater to feature
their sparkling water, still water and flavor
enhancer drops.
It seems evident Dasani has just transitioned to a
different theme based on variance in the current
content they’re posting and previous content on
their page.
Newer content doesn’t include as many bright
colors and appears to have a different tone.
I N S T A G R A M
Number of followers: 11,300
Number of posts: 232
Average Likes:
Pictures: 130
Videos: 300 views and 60 likes 10

11. D A S A N I S P A R K L I N G
Dasani has added a fun flare to their
page and pictures by using colorful back
drops, photos of young adults having fun
with Dasani and even use small props to
add excitement to their pictures.
Dasani does a great job incorporating
popular things in culture that everyone
is talking to their photos.
Numerous photos are from influencers
and fan photos are also featured.
11

12. L A C R O I X
LaCroix does a great job maintaining a
strong theme to their brand that is
extremely apparent on their Instagram
page.
There are bright colors and the photos
jump of the page highlighting the fun,
young and millennial brand identity.
I N S T A G R A M
Number of followers: 157,000
Number of posts: 2,636
Average Likes:
Content with focus on LaCroix cans: 1,500
Content of people with the drink: 700
12

13. L A C R O I X
They also use influencers to promote the
brand and incorporate a plethora of fan
photos on their page and in their
highlights.
Their use of highlights is a great way to
interact with their consumers and
showcase individuals enjoying their
product.
Their highlight titled Cans by Fans is a
great example of their strong consumer
engagement. This also shows potential
consumers just much other people enjoy
LaCroix.
Cadence is consistent and they
typically post once or twice a day.
13

14. THE INSTAGRAM WINNER: LACROIX
CHRISTOPHER WREN
LaCroix has done a fantastic job attracting and
embracing their target market through the
platform so many of their consumers enjoy.
They've built a substantial and solid following on
Instagram and continue to build this presence
through the use of actively encouraging LaCroix
fans to take their own pictures for chances to be
featured in a post or in their highlights.
D a s a n i R e c o m m e n d a t i o n s :
It is quite apparent Dasani has not embraced Instagram like LaCroix has.
As result, they are missing out on the opportunity to establish a strong
brand image that consumers associate with the product.
I recommend Dasani evaluate their brand goals to determine if they want
the product to be associated with a certain lifestyle or other perception.
If so, they need to work to cultivate and showcase it accordingly on
Instagram and other channels.
14

15. DASANI SPARKLING
They are definitely lacking in
consumer engagement, but they do a
great job replying to all comments that
are posted on their page.
FACEBOOK
Number of likes:
369,000
Number of followers:
361,000
Average Likes:
15
When first viewing Dasani's facebook page,
one see's the general Dasani logo and a cover
photo with a picture of the 3 Dasani line
products.
They generally only post 3 times a month and
the posts are typically photos or videos that
they have also featured on their Instagram
page.
Most posts receive little to no comments
15

16. L A C R O I X
When looking at LaCroix's Facebook page, one
see's their profile picture of a can of the
sparkling beverage with pretty flowers in the
background. Their cover photo features a high
quality image of their Cinate line of sparkling
water.
They are very consistent with posting photos,
usually multiple times per day.
On average they post 2 videos a month that are
usually no longer than 30 seconds.
F A C E B O O K
Number of likes:
468,000
Number of followers:
460,000
Average Likes:
15
Most posts receive about 5
comments however posts about
new products and flavors have as
many as 200.
16

17. THE FACEBOOK WINNER: LACROIX
CHRISTOPHER WREN
D a s a n i R e c o m m e n d a t i o n s :
LaCroix is the winner for Facebook as they do a great job
consistently posting relevant content that builds the
lifestyle brand LaCroix has worked to develop.
Though they are the winner, LaCroix could learn from
Dasani's customer engagement on consumer interaction
within their posts comment section. LaCroix currently does
not reply or like most of their comments. They should work
to improve on this as interaction with the comments builds
and improves customer relationships.
They should work to establish a brand identity for Dasani
Sparkling.
They should develop a consistent cadence for Facebook that
aids in establishing and representing the desired identity.
Continue to keep up with interactions on their page.
17

18. DASANI SPARKLING
Dasani does not have a presence on
Pinterest.
There are pins of their sparkling waters
on the site and a few of them feature
the link to their drink recipes on their
website which were posted by
individuals rather than Dasani itself.
Should Dasani decide to position their
water as a lifestyle product rather than
just a general consumer good, they
should invest in creating a presence on
Pinterest.
PINTEREST
N0
Presence
on
Pinterest!
18

19. L A C R O I X
LaCroix has cultivated a strong
presence on Pinterest. The
majority of their boards are
named after the various flavors
they sell. The remaining boards
feature LaCroix at events or
seasonally themed pictures.
Their boards highlight colorful
photos with individuals enjoying
their LaCroix's and photos staged
with the LaCroix and cute and
colorful items like fruits and
flowers.
P I N T E R E S T
Monthly Viewers:
70,600
Number of followers:
4,000
Number of Boards:
33
Number of Pins:
1,828
19

20. THE PINTEREST WINNER: LACROIX
CHRISTOPHER WREN
It is apparent that LaCroix's use of Pinterest brings great
value to the brand and even unites LaCroix fans
everywhere. The platform has enabled them to not only
post their own content, but has also encouraged fans to
share their LaCroix passion.
There is a plethora of fan content for DIY crafts, cute
pictures and fan created recipes posted onto Pinterest.
The official LaCroix page further showcases the bright and
happy content that fits the lifestyle product they've created
and developed on other channels.
D a s a n i R e c o m m e n d a t i o n s :
I recommend Dasani allocate a portion of the budget and employee
efforts to Pinterest.
With LaCroix receiving over 70,000 view per month, it is evident that
the target audience is on the platform and is also engaging there.
One great thing LaCroix does on Pinterest is posting recipes for
various mixed drinks that can be made with LaCroix.
Dasani already has created their recipes to use with Dasani Sparkling
for their website, so they can repurpose the content and pair it with a
graphic or photo and optimize it for Pinterest.
20

21. YouTube
DasaniSparkling LaCroix
LaCroix has 352 subscribers
59 Videos
Many of their videos have about 300
views, but are inconsistent and
range from 10 to 1,500 views.
They have also created multiple
playlists: Mocktail line, Hollywood
Takeover, Fan videos, and
#LiveLaCroix
Overall, I do not think LaCroix is
benefiting from their efforts on
YouTube.
Dasani itself does have a YouTube
channel, however there are not
Dasani Sparkling products featured
on it.
I do not think Dasani is missing out
on an opportunity here as it appears
their competitor LaCroix, who has
embraced the platform does not
receive a lot of engagement that
benefits the brand.
I recommend Dasani Sparkling to
continue doing what they're doing
and not develop a YouTube
presence.
21

22. THE YOUTUBE WINNER: DASANI SPARKLING
CHRISTOPHER WREN
Though Dasani Sparkling does not have an official presence
on YouTube, they are the winner. Dasani is not allocating
time or money into the platform and which is the best
move.
LaCroix has spent valuable budget and manpower to use
their YouTube channel with little to no value. With less
than 400 followers, less than 500 views on most videos and
0 comments - YouTube is not bringing in return on their
investment. They should reallocate their budget and
employee efforts to a different channel that would result in
greater benefit.
L a C r o i x R e c o m m e n d a t i o n s :
I recommend LaCroix stop allocating money and
energy into YouTube as they are lacking in views,
engagement and followers.
22

23. SENTIMENT ANALYSISSocialMentionisaplatformthatenables userstotrackandanalyzecontentonline.Iusedthetool
toseekoutwhichbrandhadthestrongestonlinepresence.Resultsbelowwerecollectforaweek
andaveraged.
*The filing of a class action lawsuit against LaCroix could have resulted in abnormalities in the data collected.
Dasani Sparkling
Strength: Sentiment:
Passion: Reach:
13.4% 15:1
5.2% 40.4%
LaCroix
23
Strength: Sentiment:
57.6% 9:1
23.6% 55.4%Passion: Reach:
Strengthreferstothelikelihoodofcommunicationregardingabrandonline.
Sentimentprovidestheratioofpositivetonegativecommentsonlineregardingthebrand.
Passionisapredictorthatpeoplediscussingthebrandonlinenowwilldosorepeatedly.
Reachisthenumberofuniqueindividualswhoaretalkingaboutthebranddividedbythenumberofmentions.
ResultsfromthesentimentanalysisshowthatLaCroixcertainlyisbeingtalkedaboutmoreonlinethanDasaniSparkling.
DasaniSparklinghasmorepositivecommentstonegativepostedonlinethanLaCroix.PassionforLaCroixisalmost5xgreate
thanthatofitscompetitor whichindicatesamoreconsistentlevelofbrandcommunicationfromthesameusers.Lastly,we
seetherearemoreindividualsdiscussingLaCroixthanthereareDasaniSparkling.

24. THE FINAL TALLY
Websites
Instagram
Facebook
Pinterest
YouTube
Total
Dasani Sparkling LaCroix
1/5 4/5
24

25. Upon analyzing Dasani Sparkling and LaCroix across various channels, it is
apparent LaCroix has the best overall digital presence.
They've cultivated a strong brand perception across all channels that has
resulted in consumers associating the brand to be a lifestyle product full of
happiness and health which they seek out in the product.
This technique has served LaCroix well and enabled the sparkling water
company to develop a passionate fan base that is not typically seen among
many other consumable consumer goods.
S U M M A R Y
25
BestOverallDigital
Presence:

26. ThankYou!