Liquid Death’s website also explains it opted for cans because they The website also features this, uh, fun cartoon where Liquid Death comes to life in the form of a mad ax murderer and runs around chopping people in half! Hardcore! Hydration! At this point, drink a second sip of Liquid Death to rip its soul back down and force it to begin gluing its own body parts back together so that it can crawl inside you and eventually grow into a fully formed Thirst once again.” “Once your Thirst has been murdered, the soul of your Thirst will begin to escape and float towards the ceiling. Which is exactly what happens next by it causing your Thirst’s head to implode and its brain to squirt out of its ears,” the website explains. Once Liquid Death reaches your Thirst’s brain, all of your Thirst’s memories will be replaced with repeating loops of its own head imploding. (There is a 10 percent discount if you subscribe to a regular-order schedule.) “Our proprietary Thirst Murdering™ process begins with Liquid Death forming a rope of veins that will wrap around your Thirst’s head and strangle it. You can order a pack of 12 for $1.83 a can by visiting the website, where you’ll be greeted by a banner reading “MURDER YOUR THIRST” just to make sure you know how hardcore Liquid Death is. Backers include Biz Stone of Twitter and founders of Dollar Shave Club and fancy-luggage start-up Away. He announced on Tuesday, according to Business Insider, that he has raised a new seed round of $1.6 million for his company. Sorry, it appears he doesn’t think this so much as he knows this. Former Netflix creative director Mike Cessario thinks he can capitalize on this with his new product, Liquid Death, water packaged in tallboy cans. This purpose resonates with younger generations especially, but also almost everyone else: a survey made by Accenture revealed that 62% of all consumers prefer purpose-driven companies that have a stand on the challenges surrounding corporate sustainability, transparency and fair employment practices.Nothing says “Hell yeah, I’m straight edge but hardcore” like knocking back a nice cold water. At the same time, 10% of the profits from each can are donated to help kill plastic pollution. Because of that, Liquid Death is packed in aluminum cans, and the brand has partnered with a handful of not-for-profit organizations to further its efforts to curb climate change. And that stance is data-backed: 73% of an aluminum can is made of recycled material.Īluminum cans are more eco-friendly than bottled or boxed water. Liquid Death relies on humor a lot in its marketing, but is serious about the environment and eliminating plastic beverage bottles. Our media editor explores the biggest media buys and the trends rocking the sector. While we are in the business of lead generation, we need not be boring. Then they’ll do more than buy your products – they’ll buy your brand. The lesson for B2B marketers is to give the people what they want over and over again in the most interesting way possible. It played on the idea that tallboys are usually filled with beer, and the spot concluded with the tagline: ‘Don’t be scared, it’s just water.’ In addition to the nearly 100 million Super Bowl viewers who saw the spot, the ad got millions of views on YouTube, Facebook, Instagram and other social platforms. And this rock ‘n’ roll plan had legs because nearly two years later, in February 2022, during Super Bowl LVI, the company ran a Big Game spot that featured children and a pregnant woman enjoying the beverage with heavy metal music. There was a follow-up album of hate comments, described as punk rock, released later that year. In May 2020, Liquid Death leaned into Cessario’s musical background, releasing a ‘Greatest Hates’ album, consisting of death metal music created with lyrics from hate comments the company received online. One of the videos on YouTube got a million views alone. The idea was to toy with an advertising trope – the taste test – that people are used to seeing. This included lobster béarnaise sauce ($50), liquified Japanese wagyu cheeseburger ($51), Spanish squid ink ($58) and beluga caviar ($580). The campaign was a Jackass-like, prank-minded, humor-driven creative effort that had everyday consumers taste-test $1.99 cans of Liquid Death against tallboys of the most expensive consumable fluids on the planet. But the marketing strategy is also a massive part of Liquid Death’s success story.įor instance, in an ad campaign earlier this year, Liquid Death launched a new line of flavored sparkling waters – Severed Lime, Mango Chainsaw and Berry It Alive. Lesson 2: Sell your brand to sell your productsįirst, the packaging of clean water in a tall boy, like a beer can, is arguably brilliant.
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