LaCroix is a well-liked brand. The beverage’s colorful, nostalgic packaging and assortment of flavors help with its appeal, especially among millennials.
So when the maker of this generation’s favorite sparkling water was hit was a class-action lawsuit last week claiming that LaCroix contains chemicals, including one that is used in cockroach insecticide, we didn’t want to believe that the claims were true. Besides, we’ve all consumed a lot of LaCroix at this point, so if something was harmful in the beverage, wouldn’t we know by now?
The National Beverage Corporation, which is the parent company of LaCroix, has denied the allegations. But because this is 2018, and all brands are trying to relate to customers on Twitter in any way they can, the official LaCroix Twitter account weighed in:
We’ve heard your comments and want to address all the misleading allegations.— LaCroix Water (@lacroixwater) October 5, 2018
LaCroix sparkling water is a healthy beverage. All ingredients in LaCroix are natural. Allegations that claim otherwise are false and trouble us much as they trouble you. (2/3)
We are proud to serve LaCroix to our families, in our hospitals, and in our schools.— LaCroix Water (@lacroixwater) October 5, 2018
Please stand with us as we defend our beloved LaCroix.
That last tweet sounds like something the government would send out: “We are proud to serve LaCroix to our families, in our hospitals, and in our schools. Please stand with us as we defend our beloved LaCroix.”
A lot of Twitter users commented on the weird jargon of the “defend LaCroix” tweet.
lol Twitter has so weaponized conversation that even seltzer brands are doing PR using the language of war https://t.co/xGgtqRQaxP— Charlie Warzel (@cwarzel) October 8, 2018
me: h-— Abby Govindan (@abbygov) October 8, 2018
hipster indie film studies major: https://t.co/aE3bbtaLju
Is LaCroix planning to overthrow the government https://t.co/jSC5IQHhHE— Jules (@Julian_Epp) October 7, 2018
Welcome to the seltzer war. Which side are you on?