- Blog
- Liquid Death Marketing Breakdown: How They Became a Billion-Dollar Brand
Liquid Death Marketing Breakdown: How They Became a Billion-Dollar Brand
-
Nikolett Lorincz
- Marketing Breakdowns
- 6 min read
Table of Contents
Liquid Death isn’t your average canned water brand. It has skyrocketed in popularity thanks to its edgy branding and bold marketing strategies.
In just a few years, they’ve achieved a $1.4 billion dollar valuation. This impressive growth shows how well the brand connects with its audience and stands out in the crowded beverage market.
Want to know the secret to their success? Let’s get into it!
Step 1: Step out of your comfort zone with unconventional branding
Liquid Death has created a space for themselves in the beverage industry with their unconventional branding and packaging.
Instead of plastic bottles, they went with tallboy aluminum cans, which are infinitely recyclable and align with consumer concerns around plastic waste.
This alone sets them apart from the competition.
Their edgy, provocative branding is another standout element. Between the skull imagery and the “Murder Your Thirst” slogan, they’ve created a brand identity that’s hard to forget.
This works well with younger consumers who want authenticity and a rebellious spirit.
Liquid Death’s branding goes beyond the packaging, getting infused into every touchpoint of their marketing. The company’s irreverent and often humorous tone challenges traditional advertising norms, creating a connection with its target audience.
Step 2: Know your target audience
Liquid Death has tapped into the mindset of its target audience which is millennials and Gen Z… the generations that value authenticity, individuality, and rebellion against the norm.
These young consumers are immune to traditional advertising. They want brands that speak to their desire for individuality and nonconformity.
Liquid Death’s marketing campaigns use humor and shock value to create memorable experiences that grab the attention of these audiences.
Plus, they target young consumers in the places they’re most likely to be expressing their rebellious side, like parties, concerts, and alternative music events.
They even partnered with Live Nation to be the official water of many music events.
By aligning itself with these environments, the brand fosters a sense of belonging and coolness among its core consumer base.
Through their authentic and unapologetic approach, Liquid Death has become a brand that speaks to the values and desires of millennials and Gen Z.
Step 3: Focus on social media and viral marketing
Liquid Death is a social media master.
Their presence on Instagram, TikTok, and YouTube has been instrumental in captivating their target audience of millennials and Gen Z consumers.
One of the brand’s big wins is their ability to create engaging, often dark and humorous content that speaks to their audience’s love of authenticity and irreverence.
Liquid Death’s social channels are a treasure trove of viral videos, mockumentaries and parodies that poke fun at bottled water marketing and consumer habits.
Check out this one:
Or this one:
These viral campaigns show off the brand’s personality and start conversations and buzz around Liquid Death’s products and mission.
From satirical skits to behind-the-scenes glimpses into the brand’s punk rock culture, Liquid Death’s social content keeps their audience entertained, engaged, and wanting more.
Step 4: Take a stand on environmental issues
Liquid Death partners with nonprofits to support beach cleanups and other climate change initiatives.
One of their most clever and effective sustainability campaigns is the “Sell Your Soul” initiative.
Customers can “sell their soul” in exchange for a free case of Liquid Death’s canned water. For every soul sold, Liquid Death will donate $1.80 to plastic pollution cleanup.
This campaign raises money for a good cause and creates a sense of community among Liquid Death’s customers.
As a sustainable brand, Liquid Death shows that they care about the big issues. This speaks to consumers, especially younger generations who are more aware of their environmental impact and want brands that reflect their values.
Step 5: Employ a multi-channel distribution strategy
At the heart of Liquid Death’s distribution is a direct-to-consumer (DTC) model which allows them to control their brand image and connect with their customers.
Through their ecommerce platform, Liquid Death builds a loyal following and community around their brand.
But they know a physical retail presence is important to reach more people and more places.
They’ve partnered with big retailers like 7-Eleven, Target, and Bevmo, ensuring their products are in the places their target audience goes.
Step 6: Partner with influencers
Liquid Death has partnered with influencers and celebrities to tap into their audience and credibility.
They’ve partnered with professional skateboarder Tony Hawk…:
Musician Travis Barker…
And comedian Whitney Cummings…
These influencer collaborations go beyond traditional endorsements. Liquid Death co-creates content with these tastemakers, infusing it with the raw energy and authenticity of their respective worlds.
Step 7: Launch limited-edition products
Liquid Death understands the psychology of scarcity and uses it to drive demand and create a collector community.
They release new limited edition can designs and merchandise on a regular basis.
These releases are edgy and fit the brand’s rebellious image, like heavy metal artwork or provocative slogans.
The limited-time availability creates a fear of missing out (FOMO) among fans who eagerly await these releases and rush to get their hands on the exclusive items before they sell out.
This sense of urgency and scarcity drives immediate sales and creates a collector’s mentality where fans want to get the whole set.
Wrapping up
Liquid Death has disrupted the bottled water industry with their bold, unconventional approach to branding and marketing.
By embracing edgy and provocative imagery, leveraging the power of social media, and committing to environmental causes, the brand has created a powerful and resonant identity that stands out in a crowded market.
As they keep growing, they’re an awesome example for marketers and brands to follow in any industry.
Learn more
Looking for more marketing breakdowns? Check out these articles:
- How Waterdrop Revolutionized the Beverage Industry: A Marketing Deep Dive
- Loop Earplugs’ Marketing Strategy: How They Revolutionized the Ear Protection Industry
- Stanley’s Rise to $750M: How a 100-Year-Old Brand Thrived in the Digital Age
- AG1 Marketing Breakdown: How They Achieved a $1.2 Billion Valuation
- BÉIS Travel: Inside the Marketing Strategies that Quadrupled Sales
- Bearaby Marketing Breakdown: How to Achieve 4,999% Revenue Growth?
Migration has never been easier
We made switching a no-brainer with our free, white-glove onboarding service so you can get started in the blink of an eye.
What should you do next?
Thanks for reading till the end. Here are 4 ways we can help you grow your business:
Boost conversions with proven use cases
Explore our Use Case Library, filled with actionable personalization examples and step-by-step guides to unlock your website's full potential. Check out Use Case Library
Create a free OptiMonk account
Create a free OptiMonk account and easily get started with popups and conversion rate optimization. Get OptiMonk free
Get advice from a CRO expert
Schedule a personalized discovery call with one of our experts to explore how OptiMonk can help you grow your business. Book a demo
Join our weekly newsletter
Real CRO insights & marketing tips. No fluff. Straight to your inbox. Subscribe now
Share this article
Written by
Nikolett Lorincz
Nikolett is the Head of Content at OptiMonk. She is obsessed with content marketing and loves creating educational content for ecommerce store owners. She truly believes in the importance of quality over quantity.
You may also like
- Posted in
- Marketing Breakdowns
Product updates: September Release 2024
