Beverage Industry

LaCroix partners with 'Titanic'

May 14, 2012

 LaCroix Sparkling Water partnered with Paramount Pictures to celebrate the re-release of “Titanic,” which was remastered, converted to 3-D and released April 4 — one week before the 100th anniversary of the ship setting sail April 10, 1912. LaCroix developed Titanic-inspired mocktails, such as the LaCroix Sparkling Rose Mocktail, and kicked off a romance-themed Facebook sweepstakes offering the chance to win a four-day, three-night vacation for two at a Sandals resort. The campaign also included promotional activations, such as cases of LaCroix adorned with stickers featuring the characters Jack and Rose from “Titanic,” outdoor media, retail signage and social media. All elements drove consumers to LaCroix’s Facebook page to enter the sweepstakes and find beverage recipes inspired by the film.