Liquid Death Marketing Strategies: How They Grew by Making Water Edgy
Liquid Death Marketing Strategies: How They Grew by Making Water EdgyLiquid Death
How Liquid Death Made Water Cool (and Kinda Scary)
Ever thought plain old water could have a rebellious side?
Well, Liquid Death sure did.
They’ve turned a basic necessity into something edgy, fun, and let’s be real—kind of bizarre.
But the craziness worked.
Liquid Death’s marketing strategy is a case study in how to take a simple product and make it impossible to ignore.
👉 Let’s take a look how they did it.
#Liquid Death marketing #Liquid Death brand #Viral marketing
The Brand Name: Wait, What?!
Liquid Death. It sounds like a heavy metal band, not bottled water.
But that’s the point!
They didn’t want to be another "natural spring" or "mountain pure" brand blending in on store shelves.
They wanted to be different, to stand out and maybe put a smile on your face.
It’s bold, memorable, and a bit provocative.
Water companies usually market with phrases like "refreshing" or "pure," but Liquid Death?
They murder your thirst. Genius.
Cans Instead of Bottles: Helping the Environment with a Side of Anarchy
Water in a can?
Yup, that’s another curveball they threw.
Most bottled water brands stick to plastic, but Liquid Death went with tallboy cans—like the kind you'd expect to see holding beer.
It’s certainly fits their style "we're different" with a rebellious sent.
On top of that, they position the switch to aluminum as eco-friendly.
Aluminum is infinitely recyclable, unlike plastic, so they can play the role of environmental hero while maintaining their edge.
The "Death to Plastic" Movement
To make the environmental message even louder, Liquid Death launched a whole “Death to Plastic” campaign.
Part of company's profits is donated to help fight plastic pollution.
But they didn’t just stop there.
One of their standout campaigns involved hiring a witch doctor to put a curse on plastic.
Seriously.
The message?
Plastic is bad, and we’re putting a literal spell on it to go away.
This quirky, out-of-left-field thinking is what makes their marketing so memorable.
👉 They don't just sell water; they sell a cause [with a side of humor.]
Outrageous Ads That Go Viral
There are no words to describe Liquid Death's commercials other than: Shocking, Provocative, Unconventional, Sarcastic, Outrageous.
One ad featured kids at a party shotgunning water cans like they’re at a college kegger. Another had a heavy metal song playing in the background while a guy dressed as the grim reaper hands out water.
These over-the-top, Surreal ads go viral: they’re the opposite of what you expect from a water company.
While other brands are all about serene waterfalls and nature hikes, Liquid Death is turning everything upside down with dark humor and crazy visuals.
Targeting a Thirsty Audience: Skaters, Metalheads, and Everyone Else
Liquid Death knows exactly who they’re targeting 🎯.
Their marketing is aimed at millennials who appreciate irony, people who’ve probably never thought about being loyal to a water brand. Skaters, metalheads, fitness enthusiasts...
Their social media is full of memes, jokes, and user-generated content from people shotgunning cans of water like they’re in a rock band.
And it works!
It’s water for the counter-culture, and people are loving it.
Social Media Mastery
#social media viral marketing
Liquid Death is a beast on social media.
They’re not just selling; they’re building a community.
Their Instagram is filled with fan-made posts, hilarious memes, and interactive challenges.
It’s all about engaging people in a way that makes them feel like they’re part of something, not just buying a product.
They even encourage people to tattoo the Liquid Death logo on their bodies, and a surprising number of people have done it. That’s next-level brand loyalty.
How Liquid Death Grew from a Crazy, Really Crazy Idea to a $700 Million Water Empire.
So how did they go from a startup with a wild name to being valued at $700 million?
First, they started by embracing DTC (direct-to-consumer) sales through their website, getting people hooked on the product before it even hit stores.
Then, they went big on partnerships and events. You can find Liquid Death backstage at concerts, skate parks, and even fitness events like Tough Mudder.
By positioning themselves as part of cool subcultures, they expanded their reach fast.
As their audience grew, they jumped into retail, landing spots in Whole Foods, Target, Walmart and more.
Now, you can find their water on store shelves, alongside the giants they set out to disrupt.
👉 Liquid Death didn’t just sell water.
👉 They built a whole personality around it.
👉 They made it cool, rebellious, and fun in a way no one else had done before.
👉 By mixing humor, eco-consciousness, and insane marketing stunts, they’ve managed to create a brand that stands out in a sea of sameness.
And now, every time you pick up a can of Liquid Death, you feel like you’re doing more than hydrating—you’re joining a movement to murder your thirst.
