National Beverage Corp : advertising & marketing assignments

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National Beverage is now the 4th largest manufacturer of carbonated soft drinks by volume in the US, though it trails far behind leaders Coca-Cola, PepsiCo and Dr Pepper Snapple by revenues. Its traditional lead brand Shasta celebrated its 125th anniversary in 2014 and is available in more than 30 different flavours including cola, tonic water, ginger ale and most recently as sparkling water. However, its most successful brand by far in recent years has been LaCroix, a growing collection of flavoured "clean" sparkling water products containing no additives or sweeteners, just "natural essence oils" derived from different fruit. Now available in a wide variety of different flavours and formulations, it has proved to be one of the most unexpected and extraordinary successes of the soft drinks sector in recent years, with sales quadrupling between 2014 and 2017. It now claims to be the top-selling sparkling water brand in the US (where it is actually pronounced "La-Croy" not "La-Kwah"). More remarkable still is the fact that this growth has been achieved without any significant marketing. Two key factors were its positioning as a healthy alternative to traditional sodas, and also a concentration on sales promotion through office supply stores. Shasta and LaCroix are partnered by flavoured soda Faygo, also available in numerous varieties, Everfresh, Home Juice and Mr Pure juice drinks, Crystal Bay and ClearFruit bottled waters and Rip It energy drink. Group revenues for the year ending May 2018 were $976m. Nick Caporella is chairman & CEO and also the company's founder and controlling shareholder. He launched the company in 1985 as a sideline to a diversified group involved in construction and telecoms cabling, following the purchase of Shasta from what was then Sara Lee. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.

Who are the competitors of National Beverage? See Soft Drinks Sector for other companies

Capsule checked 3rd October 2018

Recent stories from Adbrands Weekly Update:

Adbrands Daily Update 11th Mar 2019: National Beverage Corp, makers of the hitherto spectacularly successful sparkling water brand LaCroix, announced a shock downturn in performance for the latest quarter, bringing five years of uninterrupted growth to an abrupt halt. Revenues for the latest quarter slipped 3% while profits fell by 39%. LaCroix now faces intense competition from newly launched rivals such as PepsiCo's Bubly - which got an extra lift from a high profile Super Bowl ad - as well as Coca-Cola backed Topo Chico and multiple flavoured variants for Nestle's Perrier and Poland Spring. Another contributing factor was a class action lawsuit which alleged that the company's claims to use only natural ingredients in La Croix are untrue. The negative publicity was only heightened by an unorthodox statement from CEO Nick Caporella, who accused "professional liars" of falsely attacking the integrity of La Croix. He added further fuel to the fire this week. "Negligence nor mismanagement nor woeful acts of God were not the reasons" for the latest quarter's results, he said, but "much of this was the result of injustice! Managing a brand is not so different from caring for someone who becomes handicapped. Brands do not see or hear, so they are at the mercy of their owners or care providers who must preserve the dignity and special character that the brand exemplifies. It is important that LaCroix's true character is not devalued intentionally − in any way." The latest results - and Caporella's comments - prompted a further sharp fall in La Croix's share price, which has now plunged by more than 30% since the start of February.

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