The hydration brand Liquid Death hardly needs more internet support about their witty brand strategy. Yet, they’ve recently faced criticism from Mark Ritson about over-indulging in creative style and being nothing but “tap water in a cool can” – rather than honing in on market orientation and product focused substance.
I’d beg to differ, believing instead that they’ve crafted a brilliant strategy and meaningful story rooted in strong market orientation and a quality product. This approach has brought them to a valuation of $1.4 billion. The brand famously takes nothing seriously but here are some serious takeaways from their strategy:
🎯 Subvert a boring category by targeting a niche audience
Liquid Death began as a way to get people drinking energy drinks to choose water and be healthier through punk packaging. HOKA, the sneaker industry upstart, began as a way to run downhill comfortably in rough terrain. Both origin stories are arguably niche. They delivered on these promises for their audiences and new categories were born. Karen at Whole Foods now wears HOKAs instead of Nike while buying Liquid Death like Travis Barker and his bandmates.
😆 Amplify your storytelling with humor
Brands are symbols of identity and the best ones tell a story that celebrates the values of their audience. Before Liquid Death, branded water took itself too seriously, storytelling around picturesque waterfalls and expensive wellness. Not a drop of sophisticated humor to be found. By creating a water for irreverent identities with funny activations, Liquid Death brought a new and unrepresented consumer segment into the branded water conversation. Reviving cultural figures like Ozzy Osbourne, these moments also tap into Gen Z’s affinity for nostalgia and authenticity.
🌎 Make conscious choices, they get noticed
It’s really so much more than a cool can. Few players, through both product design and compelling marketing, have noticeably moved single use water consumption away from detrimental plastic like Liquid Death. Beyond providing funny and delicious water, Liquid Death pledged to kill plastic pollution through their highly recyclable aluminium cans. Putting water into a can might feel gimmicky instead of innovative, but the simplicity of the solution wins for the environment.
💬 Facilitate the experience of your brand to create conversation
Besides being a cold and refreshing product with a variety of flavours, Liquid Death is to water what Virgin is to flying or Doc Martens is to shoes, a haven for rebellion. The brand is a perpetual inside joke and conversation starter, having turned hate comments into album lyrics and adult film stars into brand advocates, championing a shared love of audacity. They even have brand experts like Moving Brands (shameless plug), Marketing Week and a passionate Mark Ritson debating the merits of their approach.
In a sleepy category that’s only focused on providing the literal product (water), Liquid Death has become so much more than another single use option through controversial branding and flamboyant creativity. They’ve captured a loyal and growing community with a rebellious story, bringing it to life through clever partnerships and engaging campaigns all while subverting decades of problematic packaging. This feels like market orientation and product focused substance to me, amplified through iconic creative style.
Liquid Death I’m probably dehydrated so please send me some death dust 👀
