That’s Boss
Product: LaCroix
Challenge: To create a campaign to raise brand awareness for LaCroix sparkling water.
Insight: Hardworking women have mastered every productivity hack except the most powerful one: knowing when to pause. Taking a microbreak isn't slacking; it's strategy, and they need something that makes that moment feel as intentional as the work itself.
Strategy: The advertising will achieve the objective by showcasing how LaCroix fuels those much-needed microbreaks, highlighting that its subtle flavor and effervescence turn a quick pause into a purposeful reset, reminding ambitious women that stepping back is the ultimate power move.
Proposition: That’s Boss
OOH
LaCroix meets women on their commute, reminding them to take time for a break.
LaCroix Mini Fridge
With LaCroix Mini Fridges, we bring a playful way for everyone to keep their LaCroix close and their breaks uninterrupted, including chilled drinks on the inside and a mirror on the outside to catch any approaching bosses or coworkers.
A subtle reminder that taking a moment for yourself is always a sip away.
LaCroix Kiosk
By positioning LaCroix kiosks at former smoking areas outside hospitals and businesses, we can transform break time by offering a quick, refreshing, and bubbly alternative.
A Hint of Copy: Angie Pickering, Macy Mobley
A Splash of Art: Alexandra Ebright
