Creating a new brand in a hypercompetitive market has become impossible? In this article, we prove otherwise with the success story of Liquid Death, a bottled water brand that has turned a basic product into a symbol of attitude and sustainability
With a disruptive branding strategy and innovative marketing campaigns, Liquid Death captured the market and earned consumer loyalty. Let's analyze some of the success factors.
The birth of the brand
Liquid Death was founded in 2017 by Mike Cessario, a former creative director who worked at Netflix. The idea came when Cessario noticed that the marketing of non-alcoholic beverages was quite uninteresting and decided to create a water brand with a completely different approach. Liquid Death's mission is "murder your thirst" and "death to plastic," reflecting its provocative attitude and environmental commitment.
Visual Identity and Disruptive Branding
Liquid Death stands out in the bottled water market through a disruptive branding strategy that is both market-challenging and irreverent in its expression. Using a design reminiscent of craft beer brands or energy drinks, its cans are adorned with skulls and a gothic style that appeals to a young and alternative audience.
The name "Liquid Death" itself is a provocation that starkly contrasts with the softer names of other water brands on the market.
Bold and Viral Marketing and Advertising Strategies
The brand has stood out with bold and viral advertising campaigns. One of the most notable was the release of death metal and punk rock music albums created with hate comments received online.
In 2022, Liquid Death also launched a Super Bowl commercial featuring children drinking water to the tune of "Breaking the Law" by Judas Priest, based on a parody of alcohol beverage ads.
The brand has also been exploring collaborations with celebrities like Steve-O, who has helped the brand grow on social media, especially on TikTok, where it has millions of followers. In one of its most recent campaigns, the brand created a voodoo doll with real hair, which it sells through its website.
Market Positioning for Generation Z and Millennials
Liquid Death has targeted the water market to primarily attract young Generation Z and millennials who seek distinctive products and share values such as sustainability and authenticity. The use of "infinitely recyclable" aluminum cans instead of plastic bottles reinforces this environmentally conscious positioning.
Environmental and Social Impact, Featuring Adult Stars
Commitment to sustainability is central to Liquid Death. The brand actively promotes the reduction of plastic use and encourages aluminum recycling. Additionally, the company engages in various environmental initiatives, such as campaigns to clean rivers and oceans.
The following video shows how Liquid Death teamed up with adult film star Cherie DeVille to highlight their passion for protecting the planet. Cherie shares her commitment to combating pollution caused by single-use plastics, aligning with Liquid Death's mission to promote sustainable alternatives. As the brand states on its website, "If you won’t listen to scientists about the myth of plastic recycling, maybe you’ll listen to adult internet star Cherie DeVille."
Results and Performance That Leave You Thirsty for More
Since its inception, Liquid Death has experienced phenomenal growth. In terms of distribution, the brand is present in over 110,000 retail locations in the US and UK, with its sales reaching $263 million in 2023.
Also in 2023, the company achieved a market value of $1.4 billion following a $67 million funding round. This explosive growth is primarily built on its disruptive marketing and branding strategy.
Interesting Facts and Key Success Factors
To better understand Liquid Death's success, it's interesting to explore some facts about the brand and analyze the critical decision points that helped shape its trajectory, differentiate it in a highly competitive market, and connect so effectively with its audience.
Interesting Facts
Viral Campaigns: In 2020, Liquid Death released the album "Greatest Hates," which turned hate comments into death metal song lyrics, generating significant online buzz.
Famous Fans: Celebrities like Tony Hawk and Steve-O have become fans and partners of the brand, helping to amplify its presence on social media.
Toys and Merchandising: The brand took a risk by selling unusual products, such as Steve-O voodoo dolls, expanding its appeal beyond beverages while reinforcing its positioning as an unconventional brand with a disruptive personality.
Key Success Factors
Brand Name: Choosing a provocative name like "Liquid Death" was a risky decision that could have alienated consumers but ended up being a significant differentiator considering its target segment (millennials and Generation Z).
Sustainable Packaging: Opting for aluminum cans, which are more sustainable than plastic bottles, aligned the brand with modern environmental concerns, attracting eco-conscious consumers.
Disruptive Marketing Strategy: The decision to use dark humor and develop provocative campaigns on social media was crucial in creating significant and differentiated engagement, especially among the younger audience at the core of its segmentation, eager to embrace non-mainstream communication styles.
Conclusion: Bottling a Lifestyle and Attitude
Liquid Death is a clear example of how an unconventional and somewhat bold branding strategy can transform a basic product, like bottled water, into something that exceeds expectations and deeply connects with a young and contemporary audience.
This differentiation strategy, which can be aligned with the principles discussed in this article "5 Levels of Differentiation from Basic Product to Potential Product," demonstrates how it is possible to integrate differentiating elements by shifting the brand's purpose from a functional standpoint (hydrating or quenching thirst) to a symbolic proposition (an attitude towards life).
In fact, Liquid Death has managed to transform bottled water, an essentially basic and functional product, into a symbol of attitude and sustainability, showing how brand differentiation can create value and loyalty among consumers.
Note: If you want to learn more about this brand, check out the interview with its founder here
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