Inside the "Make the Moment Yours" Campaign: LaCroix’s Bold Move

When you think of a product that’s reached beyond its category to become part of a lifestyle, LaCroix might not immediately come to mind—unless, of course, you’ve glanced at social media lately. The brand’s newest campaign, “MAKE THE MOMENT YOURS,” elevates sparkling water from a simple refreshment to a catalyst for creativity and self-expression, especially among Gen Z consumers. It’s a move that mirrors what we’ve seen in the automotive industry, where clever marketing and unique design can transform an otherwise practical commodity into a symbol of personal identity.

LaCroix’s bold flavors—always front and center in the brand’s iconic pastel packaging—are showcased as more than mere thirst-quenchers. Much like the design cues in electric vehicles that signal sustainability and innovation, these vibrant seltzers signal individuality. The campaign, spearheaded by Creative Director Marko Medic and Art Director Dahlia Sevy, is built on the premise that the next generation doesn’t just buy—they create. And when Gen Z cracks open a can, they’re not merely consuming; they’re shaping a narrative that mirrors their own tastes, values, and aspirations.

In many ways, this approach echoes today’s automotive trends, where personalization has become the gold standard. Just as EV buyers now seek out features that align with their eco-conscious worldview—think solar-charging capabilities or vegan leather seating—LaCroix drinkers gravitate to flavors that match their mood. The brand’s promise of “Distinctly Yours” goes beyond a snappy slogan. It symbolizes a two-way conversation between product and consumer, offering an experience that’s part refreshment, part personal statement.

Most notable is how LaCroix’s campaign smartly captures the spirit of collaboration. By encouraging consumers to “make the moment yours,” the brand empowers individuals to incorporate LaCroix into their daily rituals in ways that celebrate self-expression. In effect, each pop of a tab becomes an opportunity to punctuate a moment, whether it’s shared at a beachside hangout or while juggling remote work and Zoom calls.

Ultimately, the campaign’s success lies in how seamlessly it connects creativity with authenticity. Building on the foundational idea that Gen Z wants a brand to reflect their ideals—and, more importantly, their individuality—LaCroix positions its can of fizz as a canvas for self-discovery. It’s the same formula that works for forward-thinking carmakers, and now, it’s proving to be a winning strategy for a sparkling water brand that’s driving a new wave of identity-driven marketing.

Media: Outdoor

Advertising Agency: Other, USA

Creative Director: Marko Medic

Art Director: Dahlia Sevy

Copywriter: Yuchien Wang

Illustrator: Marko Medic, Dahlia Sevy

Photographer: Marko Medic

Published: New York, NY, 09/2024