Liquid Death
Liquid Death is a brand of canned water that was founded in 2017 by Mike Cessario. The company is known for its unique marketing approach, which includes a heavy metal aesthetic and a focus on environmental sustainability. Liquid Death's tagline is "Murder Your Thirst," and it aims to make drinking water more appealing to younger generations by using edgy branding.
History[edit | edit source]
Liquid Death was created by Mike Cessario, a former creative director at Netflix. The idea was to create a water brand that stood out in a market dominated by traditional and often bland marketing. The company officially launched in 2019 and quickly gained attention for its unconventional approach.
Product[edit | edit source]
Liquid Death offers mountain water sourced from the Austrian Alps. The water is available in both still and sparkling varieties. The product is packaged in tallboy cans, which are more commonly associated with beer and energy drinks. This packaging choice is part of the brand's strategy to differentiate itself from other bottled water products.
Marketing[edit | edit source]
The brand's marketing strategy includes a mix of social media campaigns, viral videos, and partnerships with influencers and musicians. Liquid Death's advertisements often feature dark humor and over-the-top scenarios, aligning with its heavy metal theme. The company has also released limited-edition merchandise, including clothing and accessories.
Environmental Impact[edit | edit source]
Liquid Death emphasizes its commitment to environmental sustainability. The company claims that its aluminum cans are more eco-friendly than plastic bottles, as aluminum is more easily recyclable. Liquid Death also partners with various environmental organizations to support initiatives aimed at reducing plastic pollution.
Reception[edit | edit source]
The brand has received mixed reviews. Some consumers appreciate the innovative marketing and environmental focus, while others criticize it as a gimmick. Despite this, Liquid Death has managed to carve out a niche in the competitive bottled water market.
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