The CEO of LaCroix's parent company offered a bizarre apology on Thursday after sales plummeted in the most recent quarter.
'Please stand with us': LaCroix slams 'misleading' lawsuit that links the sparkling water to insecticides
"No doubt, the sound and personality of the word LaCroix, coupled with the awesome experience of its essence and taste ... is unique," Caporella said in the statement."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."
Caporella has a history of some atypical executive remarks. In October, Natural Beverage released a press release"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.
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