All hipsters agree on two things:

• 1 •
Mercury is definitely in retrograde

• 2 •
There’s nothing better than cracking
open a fresh can of LaCroix

Boasting zero calories, all-natural ingredients and tons of unique flavors (pamplemousse, anyone?) LaCroix has is quickly becoming a universal status symbol among millennials.

The next step?
Put a hunky face (or four) to the name.

Introducing,
the LaCroix Boixs.

The Idea:

LaCroix casts an actual “band” (think The Monkees) to form a hot new dance/pop group called the “LaCroix Boixs.” They’ll perform impromptu concerts at LaCroix retailers, record original songs to stream on Spotify and eventually bring fans in on the fun with a nation-wide talent search for the next addition to the band.

Digital Video Series:

A series of online webisodes would appear on LaCroix’s YouTube Channel and shorter versions would appear as preroll ads before video content.

Example: The LaCroix Boixs start a #LiveLaCroix talent search:

EPISODE 1—

LACROIX BOIXS
“JOIN OUR SPARKLE SQUAD!”

AVO:
You know their names…

Camera cuts to each Boix – everyone makes a goofy pose when their name is read.

AVO:
Lanny Lime!
Adrien Apricot!
Pierre Pamplemousse!
Chaz Cran-Ras!

AVO:
You know the hits…

Visual of LaCroix Boixs album on Spotify

AVO:
THE LACROIX BOIXS: ALL NATURAL

Track 1 - Heartbreakin ‘n’ Hydration
Track 2 - You’re Everywhere with a Peach Pear
Track 3 - I’m No Passionfruit Player
Track 4 - This Can is 4 U
Track 5 - Nod to my Sparkle Squad
Track 6 - Naturally Essenced Feelings
Track 7 - You Had me at Limon
Track 8 - All Fizzed Up

AVO:
And now YOU could be one of the Boixs!

LANNY:
Does your personality sparkle like a can of Cran-Ras?

CHAZ:
Do you dream of a life in the Key-Lime light?

ADRIEN:
It doesn’t matter who you are or what your talent is – we want to see what you’re passionate about.

PIERRE:
Show us how you live LaCroix on social media for the chance to perform with us at our next concert! And remember…

ALL:
Sparkle loud and sparkle proud!

SUPER:
@LaCroixBoixs, #LiveLaCroix