![]() Liquid Death’s success is entirely down to great marketing and a knack for coming up with attention-grabbing ideas. There is no pretense of product innovation here. It’s hard to think of another brand that demonstrates pure power of good branding like Liquid Death. Perhaps the most surprising celebrity partnership was for Halloween, where Liquid Death worked with TV personality and former jailbird – Martha Stuart – to launch a $58 scented candle called Dismembered Moments, which takes the shape of a life-sized severed hand holding a can of Liquid Death Mountain Water. It made a spot with Wiz Khalifa in which the rapper fills his bong with Liquid Death, and another campaign with overweight stand-up comedian Bert Kreischer performing a satirical 80’s-style workout video. The ad message is Introducing the Dismembered Moments Luxury Candle. And, oh yeah, it hired someone who has practiced witchcraft for. It hired adult-film star Cherie DeVille to front an ad about Liquid Death’s environmental credentials (because it comes in a can, not a plastic bottle). The Liquid Death funny advert features Martha Stewart. Janu 4 min read Popular canned water Liquid Death will become the first brand to place a wager on the Super Bowl. It has created a Super Bowl ad which made light of its ambiguous packaging by showing young kids acting wild at a party while swigging from cans of Liquid Death. ![]() This year alone the brand has had more creative highlights than most brands manage in a decade. His view is that Liquid Death will win more followers and fans by putting out content that entertains, and he’s not overly worried about making ads that please everyone. Chug Chug Chug Chug In its first prime-time commercial, Liquid Death staged a rager for 8-year-olds. The brand’s advertising philosophy has been shaped by its CEO, Mike Cessario, who previously worked as a creative director at various agencies across the US. In October, the company was valued at $700m following a Series D funding round. Since it launched in 2019, Liquid Death has grown from just $3m in revenue to an estimated $130m in 2022. ![]() He shot a two-minute commercial starring his wifes actress friend that cost him 1,500. ![]() And the brand caught a lot of people off guard with its success. Liquid Death CEO and founder Mike Cessario spent years figuring out how to make water cool. Liquid Death put its water into beer-like tallboy cans decorated with melting skulls and invited its customers to ‘murder their thirst’. The bottled water category was dominated by plastic packaging, and brands that talk about babbling brooks and make promises about rejuvenating hydration. Liquid Death is the epitome of a brand that upended its category by being brash and different. ![]()
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