Liquid Death: Murdering Thirst with Irreverent Marketing
Since its inception, Liquid Death has made a name for itself in the beverage industry by offering a unique and edgy approach to marketing. The brand’s unconventional tactics, such as summoning demons, engaging with haters, and creating viral content, have helped it achieve a $1.4 billion valuation and potential IPO.
As the market for hydration products continues to grow with new competitors and innovations, Liquid Death has expanded its product line from canned still water to flavored sparkling water, iced tea, and electrolyte drink mixes. Despite this growth, the brand has maintained its boundary-pushing marketing strategies, treating marketing as a third product line alongside beverages and merchandise.
Andy Pearson, Liquid Death’s Vice President of Creative, emphasizes the importance of viewing marketing as a product in itself. He believes that the success of marketing campaigns should be measured not just in terms of monetary investment but also in terms of engagement, following, and impact on consumers.
In response to the evolving landscape of the hydration market, Liquid Death has adapted its marketing strategies to differentiate itself from competitors. By listening to consumer feedback and observing how people use their products, the brand has been able to position itself as a healthier alternative to traditional beverages like soda and energy drinks.
One of Liquid Death’s most notable marketing campaigns was the „pure sugar“ video, which highlighted the excessive sugar content in popular beverages. This video resonated with consumers and sparked conversations about the marketing tactics used by the industry.
In terms of brand collaborations, Liquid Death has partnered with various companies and celebrities to create unique and engaging content. By finding the intersection between two brands‘ identities, Liquid Death is able to bring its signature chaos to new audiences and expand its reach in the market.
In a bold move to challenge traditional advertising norms, Liquid Death offered an alternative to Super Bowl advertising by auctioning off ad space on its cases. This decision reflects the brand’s belief in finding innovative and unconventional ways to market its products, rather than following the traditional route of creating a Super Bowl commercial.
Overall, Liquid Death’s approach to marketing is characterized by creativity, humor, and a willingness to push boundaries. By staying true to its brand identity and embracing unconventional tactics, Liquid Death has carved out a unique space in the competitive beverage industry.