The Drink and Think Pink integrated promotional campaign for LaCroix® was designed to give back to the community by raising breast cancer awareness and research funds for a cure.
LaCroix® had forged an agreement to help sponsor the Susan G. Komen 3-Day™. Drink & Think Pink was created as an integrated marketing program designed to enlist the support of its retailers and consumers in helping to raise money to help find a cure for breast cancer. INDIVO, in partnership with EventNetUSA and LaCroix Sparkling Water, built the campaign to help drive brand awareness, build consumer loyalty, and pull product through key retail outlets with a branded sampling event that encompassed a multiple city tour. The program consisted of a pre-event in-store communications kit with posters and pallet display, on location product sampling through a mobile marketing team, and a free-to-consumer educational breast cancer awareness interactive CD-ROM. The media-rich CD-ROM presentation dynamically linked to an online landing page with consumer data capture for future marketing.