When you’re trying to change consumer behavior, it helps to recruit their friends.

LaCroix research shows that it takes a few tries for consumers to give up sugary or diet beverages and train their palates to make the switch to healthier (less sweet) sparkling water. LaCroix Fizz n Fit encouraged the brand’s ardent fans to invite their friends to kick the soda habit over a 30-day period, track their sparkling water intake and join them in their health journey, supported with great prizes along the way.