Earlier last week, mylacroix.com took the Internet by storm. Okay, maybe not the whole Internet, but La Croix fanatics were most definitely freaking out over this ingenious La Croix flavorizer--blowing up Facebook and Twitter feeds with their customized La Croix .gifs. Think: Lay's annual "Do Us a Flavor" contest, sans the $1M incentive and the chance to have your product actually roll out on the production line. Mylacroix.com is a user generated website allowing fans to customize La Croix cans and flavors and then share images of their creations on social media. The disclaimer at the bottom of the site reads " We're not affiliated with La Croix, we just like to treat ourselves."
You see, La Croix's fan base is loyal. Like really loyal. I can honestly say that I drink between 3 and 9 La Croixs per day. It's kind of like the cilantro of beverages. People either love the stuff or they hate the stuff--there's no in between. So, props to you La Croix for building a fan base so loyal they break the internet with a .gif producing flavorizor website.
For those of you who aren't too sure about the whole La Croix craze, let me break it down for you. It's a drink that is known for what it doesn't have: sugar, sodium, calories, funny business. It's literally just water with carbonation and natural flavor in a can that is reminiscent of your glory days (aka the 90s). Although La Croixs have been chilling in the back of corporate fridges for years now, the fandom is starting to pick up heat and they are taking over the social mediasphere with parody accounts and satirical videos. Fans are driving La Croix's marketing and tbh, I think it's working.
User generated content (UGC) and customization are major keys in today's digital marketing world. What are some other brands who are doing UGC right?