When a company isn’t doing well, you might expect higher-ups to brainstorm ways to meet quarterly earnings goals, to improve employee retention, or to do whatever other normal things a company does to pull their weight.
For National Beverage Corp., the parent company to LaCroix, the approach seems to be a bit different.
Just check out their recent press release, which reveals their pretty bad third-quarter earnings. Not only does the press release resemble something out of a ’90s textbook — with strange fonts and designs — it also drops in bizarre slogans like, “Patriotism – If Only We Could Bottle It!”
As for the statement itself, nothing could be weirder:
“We are truly sorry for these results stated above. Negligence nor mismanagement nor woeful acts of God were not the reasons – 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. National Beverage Corp. is and will remain the preeminent innovator that adds zest and authenticity to the ‘sparkling water’ phenomenon in North America,” stated Nick A. Caporella, chairman and chief executive officer.”
Not only does the company blame their poor sales on “injustice” — they also compare the responsibility of caring for a brand to that of caring for someone with a disability.
Referencing disability in this context is unacceptable. And perhaps the “injustice” he refers to is a 2018 lawsuit against LaCroix, which alleged that the drink has artificial ingredients (it claims to be natural) including pesticides.
The lawsuit claimed the following:
“LaCroix in fact contains ingredients that have been identified by the Food and Drug Administration as synthetic… These chemicals include limonene, which can cause kidney toxicity and tumors; linalool propionate, which is used to treat cancer; and linalool, which is used in cockroach insecticide.”
Despite the poor sales and unfortunate issues the company is up against, Caporella, for some reason, ends the press release by citing that “LaLa feeling” customers love so much.
“No doubt,” he writes, “the sound and personality of the word LaCroix, coupled with the awesome experience of its essence and taste… is unique. One can be induced to purchase by cheapening price or giving away a product, but falling in love with a feeling of joy is the result of contentment.”
We’re not really sure what any of that means, exactly.
In fact, this isn’t the first time the company has released a weird and unprofessional press release. In the past, Caporella wrote, in ALL CAPS, “If you have the opinion that I, Nick A. Caporella, am angrily exercised while extremely fortunate to be guiding FIZZ, your opinion is quite accurate!”
Yikes.
According to Forbes, “Investors were clearly spooked by the weak results. Shares of National Beverage fell more than 22% through 10:30 a.m. Eastern Time on Friday, wiping out roughly $500 million of Caporella’s fortune.”
LaCroix's owner lost $500 million in hours, and blames "injustice" for fizzling sales https://t.co/JSHWmKtg7O by @Noah_Kirsch pic.twitter.com/kEubh1pJ3G
— Forbes (@Forbes) March 8, 2019
We’re also not sure what that means. And apparently, we’re not alone.
Hi there @lacroixwater, since when is comparing the management of your fruity garbage drink brand to caring for someone who becomes “handicapped” an acceptable thing to do? Ableism is a terrible PR strategy. https://t.co/6fISMQBacH
— Emily Ladau (@emily_ladau) March 8, 2019
Some people find it all pretty tasteless — both the flavor and the press release:
Another person called for a LaCroix boycott. People are angry, and they have a right to be.
I'm not a huge fan of boycotts but look, there's no reason to drink LaCroix. https://t.co/pgbodv02hO
— Boris Kachka (@Borisk) March 8, 2019
We’re a fan of this pun: “Controversy is bubbling up for carbonated favorite LaCroix.”
La Croix CEO blames 'injustice' for company's poor performance — shares fall flat
— New York Daily News (@NYDailyNews) March 8, 2019
Controversy is bubbling up for carbonated favorite La Croix.https://t.co/yWMKufHlV4
This tweet points out perhaps the most bizarre aspect of the whole press release:
“The headline on the press release was ‘We Just Love Our LaCroix Consumers Chant.’”
“The headline on the press release was ‘We Just Love Our LaCroix' Consumers Chant.’” https://t.co/UpaKSYNmP9
— Andrew Noyes (@anoyes) March 8, 2019
We couldn’t agree with this tweet more. LaCroix, take note:
Objectifying disabled people, promoting the stereotype of disability being the equivalent of helplessness and voicelessness, infantilizing disability, and using archaic language. It’s the perfect storm of ableist views in one quote. https://t.co/2JXP3BEf5B
— Disabled Goddess ♿️ 🧙♀️👩⚕️🇺🇦 (@Mons_Tweets) March 8, 2019
We also couldn’t agree more with this point:
“Can we please not portray disabled people as passive, voiceless objects ‘at the mercy of their owners or care providers'”?
Can we please not portray disabled people as passive, voiceless objects "at the mercy of their owners or care providers"? 🙄 I'm offended by this comparison from the CEO of the National Beverage Corp. — which makes LaCroix. pic.twitter.com/VRwBMzLv0Q
— Amanda ‘science fan girl’ Morris (she/her) 🤟🏻🌵 (@AmandaMoMorris) March 7, 2019
People seem genuinely confused about the “injustice” referred to in the press release.
Normally, a company would isolate the issue and resolve to fix it, right?
$FIZZ #Short
— HiddenPivots (@HiddenPivots) March 8, 2019
Bizarre CEO@AlderLaneeggs @TowerJillian
LaCroix maker's CEO compares job to caring for a handicapped person, blames 'injustice' for poor sales. pic.twitter.com/oGX8aVrvPI
In fact, the company’s shares are down 16 percent. We can’t imagine it’ll get any better.
LaCroix is garbage water. $FIZZ misses by 9-miles. Blames “injustice”. Seriously. Shares down 16%, which seems more than fair. pic.twitter.com/AnGpps7CtV
— Jeff Macke (@JeffMacke) March 7, 2019
It seems we’re not the only one questioning the press release’s choice of design elements…
This Twitter user posits a clear theory: LaCroix might not be that good.
I mean, LaCroix also just isn’t good. That’s also a much better explanation. https://t.co/iNhhFWw3TZ
— Daniel Howley (@DanielHowley) March 8, 2019
This Twitter user suggests simply going with any other fizzy water brand.
We like Jarritos, Perrier, and Ferrarelle Acqua Minerale. Even Coke’s got two fruity flavors.
Don't buy Le Croix anymore. There are plenty of other fizzy barely flavored waters out there to choose from. This is dehumanizing to people with disabilities. #lacroix #MoneyTalks pic.twitter.com/9dgPogcqFu
— Emma Raven (@EggplantEmoG) March 8, 2019
In the end, some people just want to say it like it is.
It might hurt for LaCroix to hear, but thinking of ways to fix their company and their product would be better than making disability jokes and blaming “injustice.”
LaCroix ain’t good and we all know it
— lera (@leravcherash) March 8, 2019
What are your thoughts?
Will you continue drinking it?
