#BYMEspresso☕: Marketing Masterstroke by Liquid Death
In just under four short years, the brand, Liquid Death is on track for annual revenue north of $US120 million and has amassed over 1.3 million Instagram followers.
Much lauded, death-themed, canned water brand Liquid Death Mountain Water has built an incredible brand and successful business by not just ripping up the playbook, but by borrowing one from a completely different category.
Launched in Los Angeles in January 2019 with the tagline “Murder Your Thirst”, Liquid Death began selling what is essentially water-in-a-can via its website.
In just under four short years, the brand is on track for annual revenue north of $US120 million, has amassed over 1.3 million Instagram followers and has just completed its second capital raise at a valuation of $US700 million.
Founder Mike Cessario, a former advertising creative director, brought the brand to life by breaking all the rules in the aspirational health and wellness category.
Liquid Death- from its quirky, rebellious messaging to who it sponsors, and the content they produce, it doesn’t feel like the brand should be in the same universe, let alone the same aisle as Evian, Dasani or the bland ocean of branded water competitors.
Instead, using an extremely bold marketing approach, Liquid Death took inspiration from the heavy metal and punk rock aesthetic, targeting an entirely different segment of the market: young men who previously might only have drunk water at the gym.
ReplyForward