La Croix is an American company with a French name, which raises the question: how should you pronounce it? Our campaign leans into that debate by pitting the French pronunciation against the American one through two new flavors: Grape (“la kwah”) and Green Apple (“la croy”).
Across North America, oversized replica cans of the new flavors will appear in major cities as recycling bins. Every recycled can, no matter the brand, will help fund water charities, and every La Croix can recycled will count as a vote for one of the two flavors. The flavor with the most votes becomes a permanent addition.
