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  • In 2022, U.S. bottled water sales volume amounted to approximately 15.9 billion gallon, according with Statista.

  • Four main brands generating around one billion U.S. dollars in sales each: Aquafina, Glacéau Smart Water, Dasani, and Poland Spring.

Liquid Death, a canned water brand, has captured attention and gained popularity through its distinctive and unconventional marketing campaigns. By creating an extraordinary and memorable brand, Liquid Death has successfully transformed a basic commodity into a captivating product. Let’s talk about key elements of Liquid Death’s marketing strategy, including its brand identity, advertising campaigns, social media presence, and the valuable lessons it offers to other brands.


Building a Distinct Brand Identity

Liquid Death’s brand identity is a standout feature that differentiates it from other water brands. With a slogan like “Murder Your Thirst” and death-themed packaging, the brand targets a specific audience. By tapping into the characteristics that attract young men, such as energy drinks, craft beer, and punk rock, Liquid Death has effectively crafted a unique marketing strategy. The brand’s success lies in its deep understanding of its audience and continuous efforts to cater to their preferences.


Irreverent Advertising Campaigns

Liquid Death’s advertising campaigns are renowned for their irreverent and edgy tone. Employing humor and shock value, the brand captures attention and establishes a strong connection with its audience. The content of their marketing campaigns often blurs the line between a meme page’s content and a playful April Fool’s Day prank. Collaborations with adult film stars, comedians, and skateboarding legends have further expanded Liquid Death’s reach across different demographics.


Powerful Social Media Presence

With over 2.2 million followers on Instagram, Liquid Death has cultivated a robust social media presence. The brand’s social media content is designed to entertain and engage its audience. By presenting itself as a relatable “human brand,” Liquid Death creates a sense of connection and cultivates a community around its product. This approach has transformed its entertaining content into a powerful cult following, solidifying its position in the market.


Lessons for Other Brands

Liquid Death’s marketing campaigns offer valuable lessons for other brands. By infusing a mundane product with remarkable branding, Liquid Death proves that even the most ordinary items can be made enticing. The brand’s ability to create its own market based on a distinct identity has positioned it as the go-to punk rock product with a mission to make a positive impact on the world. Additionally, Liquid Death demonstrates the power of humor in establishing a deep connection with the audience.


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