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‘We win if we make people laugh’: Liquid Death on its unconventional approach
The American water brand has disrupted a category with humour and an edgy packaging design. Keeping that rebellious spirit intact will be key to its future growth, its lead marketer tells us.
Incongruously named water brand Liquid Death has grown quickly and impressively. Its explanation for the success it has enjoyed? Approaching its marketing like a creator rather than a brand.
Its valuation has soared to $700m (£555m) in just five short years, helped in part by strong branding. The product itself is in an eye-catching aluminium can (not dissimilar to an energy drink or a beer) with a heavy metal font for the brand name and the striking tagline: ‘Murder your thirst’.
