What do you think of when you hear the words “Liquid Death”? A violent video game? A metal band? A horror movie?
How about a canned water brand? That’s right, Liquid Death is the name of a company that sells water in aluminum cans with a skull logo and a slogan that says “Murder Your Thirst”.
ORIGIN OF LIQUID DEATH
The company was founded in 2019 by Mike Cessario, a former Netflix creative director and rock musician who wanted to make water more fun, edgy, and memorable.
Liquid Death has been growing rapidly since its launch, attracting customers, investors, and media attention with its outrageous marketing, irreverent humor, and punk rock attitude. The company has raised $200.6 million in funding over seven rounds, and its latest funding round in October 2021 valued the company at $700 million. The company is expected to generate $130 million in revenue in 2022, almost tripling its revenue from 2021.
PRODUCTS
Liquid Death offers two types of water: still and sparkling. Both are sourced from the Austrian Alps and packaged in aluminum cans that are infinitely recyclable. The company claims that its water is more hydrating than plastic-bottled water because it has a higher pH level and more electrolytes. The company also offers flavored sparkling water with agave, such as Mango Chainsaw, Severed Lime, and Berry It Alive.
But what really makes Liquid Death stand out from other water brands is its unconventional and provocative marketing. The company has used various methods to generate buzz and controversy, such as:
- Hiring witches to curse its water cans with positive affirmations.
- Offering customers a chance to sell their souls to the brand in exchange for free water for life.
- Creating a band called Liquid Death that releases songs mocking its own marketing and product.
- Launching a line of plush toys called Cutie Polluties that depict animals mutilated by plastic pollution.
- Collaborating with adult film stars to promote its water as an alternative to energy drinks.
- Producing a horror movie called Dead Till Death that features its water cans as weapons.
- The company’s CEO even got a tattoo of a customer who filmed himself drinking the water every day for 365 days
LIQUID DEATH MARKETING STRATEGY
Liquid Death’s marketing has attracted both fans and critics. Some customers love the brand’s humor, creativity, and rebellious spirit. They also appreciate the brand’s commitment to environmental causes, such as donating 10% of its profits to nonprofits that fight plastic pollution and provide clean water access. Others find the brand’s marketing offensive, tasteless, and immature. They also question the need for canned water when tap water is readily available.
Regardless of the opinions, Liquid Death has succeeded in creating a loyal and engaged community of customers who call themselves “Country Club Members”. These customers can access exclusive perks, such as discounts, merchandises, contests, and events. They can also interact with other members and the brand through social media platforms, such as Facebook, Instagram, Twitter, TikTok, and YouTube.
lessons startups can learn from the story of Liquid Death
As a startup, there are a few lessons one can learn from how the company is run including crafting marketing campaigns:
- Find a real problem to solve for a specific and unique audience. Liquid Death was inspired by the need of rock musicians and concert goers to hydrate with water that matched their style and attitude.
- Create a strong and distinctive brand identity, personality, and voice that resonates with your audience. Liquid Death used humor, creativity, and rebelliousness to stand out from the crowd and capture the attention of consumers who were looking for something more than just hydration.
- Use unconventional and provocative marketing methods to generate buzz and controversy. Liquid Death leveraged various channels and tactics, such as social media, video, music, horror, adult entertainment, and even witchcraft, to create memorable and shareable content that sparked conversations and emotions.
- Be committed to environmental and social causes that align with your brand values. Liquid Death donated 10% of its profits to nonprofits that fight plastic pollution and provide clean water access. It also used aluminum cans that are infinitely recyclable and more eco-friendly than plastic bottles.
- Trust in your brand and your team, and don’t be afraid to fail or face criticism. Liquid Death faced many challenges and rejections before it achieved success. It also received negative feedback from some people who found its marketing offensive or unnecessary. But it stayed true to its vision and mission, and built a loyal and engaged community of fans.
FREQUENTLY ASKED QUESTIONS
- What is Liquid Death? Liquid Death is a canned water company that sells still and sparkling water sourced from the Austrian Alps (and later Virginia) in 16.9 US fl oz (500 ml) “tallboy” drink cans with a skull logo and a slogan that says “murder your thirst”.
- Who owns Liquid Death? Liquid Death is owned by Supplying Demand, Inc., a Delaware corporation founded by Mike Cessario, a former Netflix creative director and rock musician.
- Is Liquid Death alcoholic? No, Liquid Death is not alcoholic. It is just water in a can.
- Does Liquid Death have caffeine? No, Liquid Death does not have caffeine in its still or sparkling water varieties. However, it does have caffeine in its tea flavors, such as Armless Palmer, Grim Leafer, and Rest in Peach, which contain 30 mg of caffeine per can.
- Can kids drink Liquid Death? Yes, kids can drink Liquid Death as long as they are supervised by an adult. The company states that its water is safe for all ages, but its marketing is intended for adults only
