Liquid Death proves water can be edgy

The coolest new way to hydrate yourself is with … death?

No, this isn’t some hectic new-age beauty trend (looking at you, vampire facials). Liquid Death is one of the most popular beverages in the world right now.

But how on earth did canned water become a $1.4 billion brand, making $263 million in global sales?

Liquid Death began with what felt like an absurd PR stunt. Launching in 2017 with just a rendering of a tall boy that was reminiscent of a beer can, the internet put it down to being some kind of gimmick. Others called it the 'bullshit side of bro culture.' 

Little did anyone know Liquid Death would soon become the fastest-growing water and iced-tea brand, as reported by SPINS. Their success is a perfect example of the magic of clever marketing.

But it’s literally just water?

Exactly. That’s the key to Liquid Death’s crazy success. The brand's taken a product that's generally marketed under the premise of its purity. And they've subverted that trope.

Think about the marketing you would usually see from a bottled water company. Mountains, snow, clear water swirling around a bottle. Yawn.

Now think of the branding on most bottled water brands. More mountains, LOTS of blue, some minimalist tagline about 'freshness' or 'purity.' Double yawn.

Liquid Death's in-your-face marketing is what sets it apart.

'Murdering your thirst.' 'Death to plastic.' I mean, their messaging couldn’t be further away from what you’d expect from a water brand. And it all comes from the mind of Mike Cessario, co-founder and CEO of Liquid Death.

Cessario's a long time advertising creative who’s worked on campaigns for brands like Netflix and Organic Valley.

'We realize that 98% of people actually hate marketing,' Cessario told 'Marketplace' host Kai Ryssdal. 'If you can make people laugh, they will have a deeper connection with your brand, regardless of the functional differences of your liquid,'

In tandem with their hilarious and unconventional ads, it’s easy to see why Liquid Death is such a likeable brand.

Despite its hard exterior, the brand has good intentions.

Amongst all the macabre death references and skulls, the company’s aim is to promote health and sustainability. They're just doing it in a way that’s fun and desirable.

'Typically, all the most fun, hilarious marketing over the last 30 years is all for junk food — alcohol, energy drinks, candy,' says Cessario. 'Like, what are the funniest campaigns most people remember? It’s Bud Light, Snickers, Carl's Jr. Whereas healthy food doesn’t really ever market in that fun, irreverent, youth culture way.'

Liquid Death shows the true power of brand.

They've crafted a product that feels like something taboo. Something you’re not supposed to have. All while being literally the healthiest thing you could drink.

Bonus points for being a great option for those who don’t drink alcohol but don’t want to be pestered about it. The look seamlessly blends in as a can of beer or RTD.

Liquid Death’s water that appeals to any demographic.

So what can we learn from the brand's unconventional approach?

As marketers, it’s important to take note of the power of rebellion. You may think subverting your audience's expectations and using unconventional humour may isolate your brand.

But doing so can end up giving you a wider appeal, particularly in saturated audiences. It certainly has done so for Liquid Death.

And what’s the value of being able to do this?

Looking at Liquid Death's success, I’d say about $1.4 billion. 

-Sophie, Copywriter