Liquid Death – A Killer Branding Success
Frank Sinatra wasn’t just known for his unmistakable voice and blue eyes – the whiskey glass in his hand was just as iconic. And when age made whiskey a health hazard, he tricked the audience by sipping iced tea instead. More than 30 years later, this little trick has become one of the greatest marketing successes of our time.
Rebellion in a Can
Mike Cessario, a Creative Director at Netflix and a punk rock fan, noticed that many musicians drank water on stage – but a plastic bottle clashed with their rebellious persona. The skateboard scene faced a similar dilemma: staying hydrated without compromising its cultivated sense of cool. So, in 2017, Cessario founded Liquid Death and packaged water in a provocative, beer-like can. The design? A skull. The slogan? “Murder Your Thirst.”
Sustainability as a Strategic Element
But the brand goes beyond clever design. Sustainability is a deliberate part of its strategy: instead of plastic, Liquid Death opts for aluminum cans, which are significantly easier to recycle. And fittingly, there’s a battle cry to go with it: “Death to Plastic.”
The Rapid Rise of Liquid Death
The concept works. Now available in several flavors, the company generated $263 million in revenue in 2023 and was valued at $1.4 billion in March 2024. No surprise, then, that Liquid Death treated itself to a humorous Super Bowl ad: https://lnkd.in/dJQa6wgx
With Heads Brand Profiling™, we systematically analyze the emotional benefits of products and services. Because brands like Liquid Death prove that with the right branding, a product can grow far beyond its core function – and in the best case, revolutionize an entire category.
Photo from the Super Bowl ad: Even in places where alcohol is only allowed for disinfecting, you can now crack open a cool-looking can.