Liquid Death’s brand has turned the water industry on its head with its edgy branding and marketing strategies. I explore how Liquid Death disrupted the water industry through counter-positioning and mastered social media all with genuine sustainability priority.
Why should water be boring?
Origins
Liquid Death was founded in 2017 by Mike Cessario, a graphic designer and former creative director at Netflix. As the story goes, the brand was conceived at a rock concert when Mike saw people drinking water out of Monster Energy cans.
Brand Identity
The brand’s concept revolves around the slogan “murder your thirst” with a can design that looks more suited for an energy drink or beer than water. This different approach sets it apart from traditional, or *ahem* boring water brands.
By targeting a demographic that values individuality and counterculture, Liquid Death taps into a niche market that feels underserved by mainstream brands.
Imagery:
Liquid Death’s cans feature unique fonts, gothic, heavy-metal-inspired artwork, complete with a flaming skull logo. This design choice was clearly chosen to be in direct contrast to the mountains and glaciers common in the water industry.
The brand uses a bold, almost disrespectful tone in its messaging, using dark humor and satire to attract a younger, edgier audience.
Marketing Strategies:
Liquid Death’s marketing campaigns often feature outlandish and provocative content. From death metal album covers to skateboarding nuns, the brand consistently pushes the envelope.
1. Concert Sponsorships
Events are more powerful than any other form of marketing, allowing brands to connect with consumers on a deeper level.
Liquid Death’s sponsorship of music festivals is a strategic move that perfectly aligns with its brand identity. Music festivals provide a ground for the brand to reinforce its rebellious image. By associating with events that are known for their energetic, free-spirited, and often edgy atmospheres, Liquid Death reinforces its message of breaking away from the mundane and conventional.
2. The Role of Humor
Humor is a central element of Liquid Death’s branding. Their satirical approach pokes fun at the pretentiousness often associated with bottled water, making hydration both entertaining and accessible.
By using comedy, Liquid Death engages with its audience on a deeper level, fostering a sense of community and shared identity among its customers.
3. Social Media Mastery
Liquid Death actively uses all of the social media platforms Instagram, Facebook, Twitter, and TikTok, where they leverage trends and viral content.
The brand’s social media strategy includes interactive posts, user-generated content, and collaborations with influencers. They frequently respond to comments and engage with followers to build a loyal community.
Liquid Death has partnered with a range of influencers, from musicians to athletes, to broaden its reach. These collaborations introduce the brand to new, diverse audiences. My favorite collaborations are Martha Stewart and Steve-O.
4. Sustainability Focus
Liquid Death uses a ‘death to plastic’ campaign to keep their emphasis on sustainability in line with their brand. Their aluminum cans are infinitely recyclable, and they partner with environmental organizations to support clean water initiatives.
The choice of aluminum over plastic not only enhances the brand’s environmental credentials but also appeals to consumers who’d rather not drink from plastic.
Market Analysis
Liquid Death entered a highly competitive market dominated by established brands like Evian, Fiji, and Smartwater. These brands have long focused on themes of purity, health, and wellness, using serene imagery and subtle branding to appeal to consumers seeking premium hydration options.
Despite entering a mature, competitive market, Liquid Death has carved out a distinctive niche. Evian and Fiji have taken notice, adjusting their own strategies in response.
Liquid Death’s innovative approach has allowed it to capture a significant share of the premium water market, with sales continuing to grow faster than any other water brand.
Key Takeaways
Liquid Death has integrated every aspect of their product and promotion in line with their brand. Entrepreneurs can learn from the bold Liquid Death brand strategy and commitment to sustainability. The brand’s success highlights the importance of differentiation and consumer engagement.
Liquid Death demonstrates that taking risks and embracing unconventional tactics can pay off, especially in saturated markets. Authenticity and a clear brand identity are crucial.
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