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LaCroix's retro branding and word-of-mouth marketing catapulted it to the top. But it also exacerbated the crisis it faces today, experts say.

LaCroix’s sales and stock price nosedived after a 2018 lawsuit alleged that the bubbly water contains artificial ingredients. But LaCroix’s problems were exacerbated by increased competition, poor leadership moves, and outmoded marketing, according to brand experts. LaCroix’s unconventional marketing strategy …

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