Liquid Death Marketing: 5 Bold Strategies For Breaking The Mold

When Mike Cessario created Liquid Death in 2018, he never could have predicted the huge amount of success that his brand would have.

Liquid Death became popular due to its edgy branding and unique approach to marketing. 

Liquid Death's marketing deserves the credit for its success. Its rebellious and provocative approach sets it apart from other health and wellness brands. It pushes the limits of traditional marketing.

Without this approach, Liquid Death could not have reached its level of success.

 So, what is Liquid Death?

Liquid Death is a canned water brand that markets itself as the edgier alternative to bottled water.

Cessario got the idea for Liquid Death when he attended the traveling music festival, Vans Warped Tour, in 2009.

At the time, Monster was sponsoring the festival, so all the musicians were drinking Monster energy drinks during their sets. Except, there wasn't any actual Monster in their cans. They were all full of water to keep them hydrated!
 

This observation made him realize that there could be a potential market for an unconventional water brand.
 

But how exactly would he be able to make this idea successful? With the magic of marketing of course! 

Let's explore 5 bold strategies that Liquid Death's marketing can teach us. 

Lesson 1: Don't be Afraid To Stand Out 

Early on, Liquid Death had to make sure they were doing something completely different when it came to their marketing.

After all, they were competing in the water bottle space, why would people buy their product instead of their usual choice? 

Liquid Death decided they would make their product stand out in an unconventional way.

To prove Liquid Death was a promising brand, Cessario made a Facebook page using a 3D render of his product. He also shot a 2 minute commercial that cost him $1,500 and few more thousand in paid media to promote it.

Four months into releasing their commercial, the video had gone viral. His products' Facebook followers had risen to almost 80k followers, which was more than famous water brand Aquafina had at the time. 

We know what you're thinking. Could a 2 minute commercial really have such an impact on a practically nonexistent brand? Well, take a look for yourself.

Definitely not your typical commercial for a water brand. Liquid Death's marketing completely reimagined what a water brand could look and feel like by straying away from the usual natural and clean approach that health brands usually take.

Instead, they positioned their canned water brand as extreme, rebellious, and interesting. 

This approach made the brand stand out visually and resonated with consumers that were looking for a brand to challenge the status quo.

Lesson 2: Use Humor to Cut Through The Noise 

One of the reasons Liquid Death's marketing has been so successful is its use of dark humor. By using dark humor in their campaigns, they've been able to make a memorable impact.

Their campaigns aren't looking for cheap laughs. They use humor to set themselves apart from the usual boring ways that their competitors market themselves.

Who needs another zen water brand anyway?

With this strategy, Liquid Death has been able to get the attention of viewers time and time again. They create content that's so out of the box that people can't help but share!

Check out this collaboration Liquid Death did with The Deep.

Humor like this isn't for everyone. That's why it's bound to get noticed.

Liquid Death's marketing has completely reimagined what a water brand can represent. They've strayed so far from the usual strategy of marketing a water brand as natural and clean.

Using humor shouldn't be to just get noticed; it should be about making your brand relatable. The moment you can draw someone in with a laugh, you're creating a lasting impression!

Lesson 3: Take a Stand on A Social or Environmental Issue

"Death to Plastic" is Liquid Death's famous slogan.

These 3 words aren't something that Liquid Death throws around lightly. It represents the brand's promise and commitment to sustainability.

By packaging their product in aluminum cans instead of plastic bottles, they're reducing waste. Not only that, they're inspiring their customers to do their part!

When a brand takes a social stance, it shouldn't use that stance as a tactic to just make itself look good. A social stance shows consumers that your brand wants to make a difference, not just sell.

A clear stance on an issue helps people connect with your brand. They feel they're making an impact every time they buy your product.

When customers truly resonate with what your brand stands for, they're way more likely to be loyal to your product.

They'll also be more likely to talk about your brand and recommend it to their friends and family!

Check out Liquid Death's page on the meaning behind their "Death to Plastic" slogan.

Lesson 4: Don't Just Sell A Product, Sell A Lifestyle

Liquid Death's marketing isn't just about selling canned water. It's about promoting a bold, rebellious lifestyle!

We're sure bold and rebellious aren't words that come to mind when you think about water right?

Well Liquid Death wants to avoid people perceiving them like every other healthy brand on the market. They want to spread their message of living a more exciting, unconventional lifestyle.

But how do they do it?

One of the main ways they're able to achieve this is by collaborating with celebrities and artists in unexpected ways that add more edge and personality to their products.

They've worked with big names like Steve-O, Tony Hawk, and Ozzy Osbourne. 

If you ask us it only makes sense that Liquid Death would partner up with an extreme stuntman, professional skater and a rock-n-roll legend.

Their collaborations add an extra touch of personality to their products. These partnerships keep audiences engaged. They make the brand more than just another drink on the shelf!

Look at the collaboration they did with Ozzy Osbourne.

 Liquid Death marketing shows us that a successful brand goes beyond the product you're selling. It's about creating something people will vibe with and connect to.

When people buy their product, they're not just quenching their thirst but also feeding their rebellious side. 

Lesson 5: Make Marketing Feel Like Entertainment

Liquid Death's marketing makes sure to not only advertise but also entertain. You can see this through their social media posts and their scandalous campaigns that keep you hooked!

Each video contains its own unique story and is sure to grab anyone's attention. They understand that if a piece of content is engaging and fun to watch people are more likely to share it.

You can especially see this in the way they approach their social media. Take a closer look.

It's this approach that set off their brand from the very beginning!

By approaching their marketing strategies like entertainment, Liquid Death creates content that is sure to stay with you long after you've watched it. They definitely know how to leave a lasting impression!

When your marketing is as entertaining as Liquid Death's, your audience will promote it for you. Your brand will grow naturally (and FREE!)

People don't just scroll past interesting content, they watch it and then send it out to all their friends.

Especially in the digital world we live in today, sharing something is just one click away, making it easier than ever to spread your content.

This is the best way to create a following that can't wait to see what you're going to come up with next! 

Key Takeaways

Liquid Death's marketing goes way beyond just selling their water.

They have fully embraced the unconventional. Their edgy branding, dark humor, and rebellious vibe have helped them stand out among many other brands.

This bold approach shows that brands can create a unique connection with consumers. They can do this by thinking outside the box and doing something that's never done before.

It's about not playing it safe and taking risks with big payoffs.

Liquid Death has shown the importance of not just selling a product but a lifestyle too. Their canned water isn't marketed like any other healthy beverage.

It's not only about hydration but about encouraging a more rebellious and exciting way of living.

This approach ensures that their consumers are fans of their product and its lifestyle. 

Liquid Death makes its product marketing entertaining. This ensures their content is watched, engaged with, and shared. Their campaigns aim to do more than advertise their product.

They want to capture their audience and promote the brand in a way that feels authentic.

TL;DR: If you learn anything from Liquid Death's marketing, it's this: Don't just sell your product. Create a memorable experience. 

✍️ Written by Kimberly Ayala