This includes brick-and-mortar, e-Comm, Amazon, and more. They’ve doubled down on bringing in the right talent, raising funds so they can attack the market quickly, and pushing hard to get the brand into all forms of retail. You can read the short brand story on the can (see photo).īuilding a brand isn’t all fun and games. You don’t have to drink the water to see the fun behind their promotions.īuzzword time! Liquid Death didn’t greenwash a message about plastic bottles or tout their why –– they created a brand story and let it do the talking for them, then carried it through in other touchpoints. They created a mascot *** that throws back to the days of GWAR (a heavy metal band), invited celebrities to create ridiculous videos, and made their email signup/rewards system based on “Selling Your Soul.” The Liquid Death brand voice oozes through their work and borrows heavily from their endorsements. We could talk about differentiation and archetypes all day, but let’s talk about how they did it – they had fun. They invested in musician endorsements like Wiz Khalifa and Marc Ribillet and created videos with Amazon’s hit show The Boys and actors like Joe Manganiello. They created a handheld cultural acceptance tool and paid attention to different artistic entry points the brand could infiltrate –– live music concerts, including metal, rock, hip hop, etc. And for a growing percentage of the population cutting back on alcohol or staying sober, Liquid Death solves the job of fitting in at a bar. Liquid Death packaged their water in aluminum tallboy cans designed with killer graphics and boom – instant cultural fit. Here are a few reasons why they’re succeeding:Įarly on, the founders recognized something nobody else did – whether you’re hanging out at a bar, a concert, a backyard barbecue, or a company party –– if everyone else is drinking and you’re carrying a plastic water bottle, you don’t fit in. Liquid Death has been the number-one seller of water through Amazon off and on during the last two years. More than 200 brands of water from still, sparkling, flavored and CBD- laced launched since 2019. The founder, Mike Cessario believed that the path to success isn’t a product but creativity. The brand has a a current valuation of $700MM, having just raised $70MM. This year, it’s on track to grow almost another 300 percent, to $130 million. Sold in more than 60,000 retail outlets–including 7-Eleven, Whole Foods, Publix, and Target–it raked in $45 million in 2021, up 300 percent over the previous year. Since launching in 2017, Liquid Death has become one of the fastest-growing nonalcoholic beverage brands in history. The company is currently projecting $130MM in sales for 2022, up from $45MM in 2021. They also see the buzz created by their messaging, and heavy buyers will generate interest for light buyers, which is vital for sales and growth. Why? Because they’ve proven how marketing differentiation and a solid brand strategy can make a difference where it counts – sales. It’s Just Water.įor a few years, I’ve been singing the praises of one of my favorite brands – Liquid Death Mountain Water. Phillip shares his respect for Liquid Death Mountain Water. Get one at guest post by Phillip Oakley, a brand strategist, energetic speaker, foodie, and proud Dad. Now you can murder your thirst and dunk its head, just like me. 2 in the NBA’s 2021 first round, and he’s the leading scorer among players from his draft class. Now in his second season with the Rockets, Green is averaging 22 points, 3.8 rebounds and 3.6 assists per game. Green excitedly announced the partnership on his social media pages with a commercial, which you can watch below. It is available exclusively at for $125. The design features a screaming face, missing eyeball, and gory severed neck is packaged in a premium eco-friendly gift box and is designed by Will Carsola (creator of Adult Swim’s Mr. Meant to feel like you’re playing with an actual severed head, the limited-edition basketball lets you murder your hoop game with tons of blood-thirsty fun (and without any of the terror-filled screaming of a real head). To celebrate, Green and the company collaborated to drop what is officially titled the Liquid Death Hoop Head.įurther details are available from the company’s press release: The 21-year-old rising star joins the brand’s roster of celebrity backers such as Tony Hawk, Whitney Cummings, Tom Segura, and NFL players Cameron Heyward and Austin Ekeler. Second-year Houston Rockets guard Jalen Green was announced Tuesday as the latest ambassador for non-alcoholic beverage company Liquid Death.
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