In a world where the market is saturated with countless beverage options, one brand has defied the odds and captured the attention of consumers in a truly unconventional way. Liquid Death has transformed the seemingly mundane product of canned water into a thriving business through its unparalleled branding strategy. Let’s delve into the five marketing lessons we can learn from the remarkable success story of Liquid Death.
The Liquid Death Story
Based in Los Angeles, the water company was founded by Mike Cessario, a former creative director at Netflix. While at the Warped Tour music festival in 2008, Cessario noticed many energy drink brands sponsored rock bands and tours. He had a chance to speak with some band members and discovered that many of them drank water while performing but were obligated to drink it out of a can per their sponsorship requirements. This serendipitous encounter planted the seed for what would eventually become one of the most unconventional and successful beverage brands in recent memory – Liquid Death.
Five Marketing Lessons to Learn from Liquid Death
1. Embrace the Power of Unconventional Branding.
Liquid Death’s journey began with a simple idea – to market water in a can. Yet, instead of shying away from the unconventional nature of their product, they leaned into it with gusto. By adopting a branding strategy that was edgy, humorous, and downright audacious, Liquid Death managed to carve out a distinct identity in a crowded market. The lesson here is clear: don’t be afraid to embrace the unconventional. Sometimes, the most “dumb” ideas can lead to brilliance.
2. Know Your Audience and Speak Their Language
One of the key reasons behind Liquid Death’s success is its deep understanding of its target audience – young, edgy consumers who value authenticity and irreverence. By tailoring its branding and marketing efforts to resonate with this demographic, Liquid Death has cultivated a loyal following that extends far beyond mere customers. Marketers should take note: knowing your audience inside out and speaking their language is essential for building meaningful connections.
One of Liquid Death’s newest commercials for their newest product, Death Dust.
3. Create Memorable and Engaging Content.
Liquid Death doesn’t just sell water; it sells an experience. From mock advertisements on TikTok to mockumentary-style videos on YouTube, the brand’s marketing content is as entertaining as it is unconventional. By leveraging social media platforms to showcase their unique brand personality, Liquid Death has succeeded in capturing the attention of millennials and Gen Z consumers who crave authentic and engaging content. The lesson here is clear: invest in creating content that is memorable, shareable, and true to your brand’s identity.
4. Stand for Something Meaningful
Beyond its quirky branding and edgy marketing campaigns, Liquid Death is driven by a higher purpose – to promote health and sustainability. By highlighting the health risks of sugary energy drinks and advocating for the use of recyclable aluminum cans, the brand has positioned itself as a force for good in an industry often criticized for its environmental impact. Marketers should take note: consumers are increasingly drawn to brands that stand for something meaningful and align with their values.
5. Stay Ahead of the Curve
Liquid Death’s success is not just about its past achievements; it’s also about its vision for the future. With plans to expand its product lineup and explore new markets, the brand is constantly evolving and staying ahead of the curve. By remaining agile and adaptive in a rapidly changing landscape, Liquid Death ensures that it continues to capture the hearts and minds of consumers. The lesson here is simple: never rest on your laurels, and always be willing to innovate and explore new opportunities.
The story of Liquid Death serves as a testament to the transformative power of branding done right. By embracing the unconventional, knowing their audience, creating engaging content, standing for something meaningful, and staying ahead of the curve, Liquid Death has redefined what it means to be a successful brand in today’s competitive landscape.
With Liquid Death’s meteoric rise to becoming the fastest-growing and leading brand across water, flavored sparkling water, and iced tea categories, the brand has solidified its position as a true industry disruptor.
The company’s valuation of $1.4 billion marks a significant milestone, reflecting its exponential growth trajectory. In addition to its impressive financial achievements, Liquid Death has also seen remarkable retail success, achieving $263 million in retail scanned sales through registers in 2023 and expanding to 113,000 retail doors across the US and UK. The company’s newest product lines, iced tea, and flavored sparkling water, have experienced hypergrowth, further solidifying Liquid Death’s position as an industry leader.