For decades, the drinkable water market has been all about being pure and clear, and it has been marketed as such using clear plastic bottles. Every water brand uses almost identical plastic bottles, the same plastic packaging, very similar blues and greens for labeling, and soft, light marketing. So much so that you can barely tell the difference when walking down the water aisle in stores.
That is, until Liquid Death came along.
LIQUID DEATH’S SUCCESS
This outside-the-box mentality has led to much success for Liquid Death, even after early doubt and judgment from critics. The company’s overall branding with skits and videos, beverage products and other merchandise, country club rewards program, and unique thinking have paid off as Liquid Death has amassed 6 million followers on TikTok & 3.8 million followers on Instagram.
This success has translated financially as well. In March, Liquid Death received a valuation of $1.4 billion after closing a $67 million financing round. In 2023, the company hit $263 million in global sales. Here’s how.
HOW LIQUID DEATH DIFFERENTIATED
Liquid Death not only packaged water differently but made just about every other aspect of the brand unique in comparison to the market.
Packaging – The first thing you notice about the brand is the aluminum can. Available in a 12 oz. and a tall boy can, a feature typical of beer or energy drink brands, Liquid Death sticks out like a sore thumb among its water brand competitors. In addition, aluminum cans are much more recyclable than plastic water bottles, establishing Liquid Death as substantially more sustainable than other water brands.
Design – Another differentiating feature for Liquid Death is the design on the cans. The original cans have black and white packaging, gold accents, and a skull on the front – once again, reminding you of beer or energy drinks. The company has flavored sparkling water and iced tea product lines as well, all with their own mix of bright colors and clever names such as Severed Lime, Convicted Melon, Rest In Peach, Berry It Alive, etc.
Marketing – The marketing approach at Liquid Death is like no other in the drinkable water industry and perhaps, in any industry. Mike Cessario, CEO and founder of Liquid Death, says the company is “in the entertainment business” rather than the marketing business, highlighting their commitment to creativity.
The company places their tagline “Murder Your Thirst” on each can to stay on brand with their dark, humorous image. “Death to Plastic” is another tagline referring to their sustainability measures and initiatives like using aluminum cans and paper boxing as well as donating a portion of profits from each can to non-profit organizations in which the company has prevented over 100 million plastic bottles from reaching landfills and oceans.
According to Liquid Death’s Andy Pearson, VP of Creative, he explains the company as “an evil plan to make the world healthier and more sustainable” in our Forktales Podcast. This goes to show the distinction between the mindset and culture of Liquid Death and that of the rest of the industry.
QUENCH’S CONCEPT
Liquid Death’s story is an excellent example that the right mix of branding, values, content, and originality can lead to major success, even in saturated markets. Liquid Death chose a path and stayed consistent with all aspects of the brand, telling one cohesive story.
There are three significant cornerstones that Liquid Death has executed phenomenally: social media, sustainability, and standing out. For any brand wanting to stay relevant and do well today, these three pillars, among others, must be a focus.
