Liquid Death

Liquid Death

Liquid Death Logo

Liquid Death is a brand of canned water that was founded with the aim of making water "fun" and appealing to a younger audience. The company is known for its unique marketing approach, which includes edgy branding and a focus on sustainability.

History

Liquid Death was founded in 2017 by Mike Cessario, a former creative director who worked in the advertising industry. The idea for Liquid Death came from Cessario's observation that many people, especially younger consumers, were drawn to the branding and packaging of energy drinks and alcoholic beverages. He wanted to create a water brand that could compete with these products in terms of shelf appeal and consumer interest.

The company launched its first product, a canned mountain water, in 2019. The water is sourced from the Austrian Alps and is packaged in aluminum cans, which are more environmentally friendly than plastic bottles. The brand quickly gained attention for its bold marketing campaigns and distinctive skull logo.

Marketing and Branding

Liquid Death's marketing strategy is centered around the idea of "murdering your thirst." The brand uses humor and irreverence in its advertising, often parodying traditional beverage commercials. This approach has resonated with a demographic that values authenticity and sustainability.

The company has also leveraged social media and viral marketing to build its brand. It has created a series of humorous videos and memes that have been widely shared online. Additionally, Liquid Death has partnered with various musicians and artists to reach a broader audience.

Sustainability

A key aspect of Liquid Death's brand is its commitment to sustainability. The company emphasizes the environmental benefits of using aluminum cans over plastic bottles. Aluminum is infinitely recyclable, and the company encourages consumers to "recycle or die."

Liquid Death also donates a portion of its profits to organizations that work to reduce plastic pollution and improve access to clean drinking water. This commitment to environmental causes is a significant part of the brand's identity and appeal.

Product Line

Liquid Death's primary product is its mountain water, which is available in both still and sparkling varieties. The water is marketed as being "100% mountain water" and is promoted for its purity and taste.

The brand has also expanded its product line to include flavored sparkling waters, which are infused with natural flavors. These products are designed to appeal to consumers looking for a healthier alternative to sugary sodas and energy drinks.

Cultural Impact

Liquid Death has made a significant impact on the beverage industry by challenging traditional perceptions of bottled water. Its success has inspired other brands to rethink their marketing strategies and consider the importance of branding in consumer decision-making.

The brand's focus on sustainability and environmental responsibility has also contributed to a broader conversation about the impact of single-use plastics and the importance of recycling.

Related Pages

• Canned water
• Sustainability
• Beverage industry
• Viral marketing