![]() ![]() The design appeals to consumers looking for something different and exciting. The cans are ideal for outdoor activities like camping, hiking, and music festivals because they are simple to stack, store, and transport.Īt the same time, the can’s branding which includes flying skulls, gothic letters, and dark colours makes it chic and cool thereby appealing to the younger, more alternative demographic. The tallboy can design not only sets it apart from other bottled water brands but also makes it more convenient for consumers. Its packaging is one aspect that contributes to its ingenuity as a brand. Once Mike Cessario, the founder of the company was sure that this concept works and that people seem interested, he worked on making it a reality. Let’s delve into the story a little more.įirstly, the company leveraged social media platforms like Instagram and Twitter to create a community of loyal fans and followers before they had even launched the product. This brand has demonstrated through its marketing that even something as basic as drinking water can take the world by storm. With its distinctive taglines like 'Murder Your Thirst' and ‘Death to Plastic’, the canned water brand, Liquid Death (launched in 2019) has revolutionised the beverage industry. Others, like user (shown below, right) who received almost 400 likes on the 4th of October, tweeted similar points.Behold for there now exists a water brand that, rather than offering the same platitudinal experience as its competitors, twists the narrative to make a daring statement while still providing the same old boring benefit.īut is this just another fad, or a truly ingenious concept that's here to stay? On Twitter, users like who tweeted on October 3rd, 2022, that Liquid Death is just "water in a beer can" (shown below, left) but sold well because of its branding, receiving almost 2,800 likes. The news surprised many commentators and struck others as a testament to the power of branding. On October 3rd, 2022, it was reported by Axios and other sources that Liquid Death was worth $700 million as a company, and had managed to raise $70 million from investors in a new round of funding. TikToker posted a video of Internet personality Daniel Larson trying Liquid Death (seen below) on August 26th, 2022, earning over 231,000 likes over the course of a month. At least three people gave the water company access to their accounts. On August 24th, 2022, the company ran a play where it asked users to change their passwords to a certain phrase (seen below) so that the company could log in and tweet from their accounts. Liquid Death's marketing campaign has been praised by some for its uniqueness among competing companies, in part fueling its rapid growth. However, Twitter user supported the product, saying "getting men to overcome toxic masculinity and stay hydrated is difficult, trust me" (shown below, right). User tweeted a joke implying the water would be better served in Flint, Michigan (shown below, left). Many felt the product was silly and overpriced. The announcement and subsequent coverage of the investment generated reactions from Twitter users. This generated headlines and was covered by Business Insider, Daily Dot, and Buzzfeed. This coincided with an announcement that investment company Science, which has previously helped bankroll Dollar Shave Club, had invested $1.6 million in the company. ![]() On May 7th, 2019, the brand posted a second trailer, gaining over 10,000 views in one day (shown below). On January 21st, the brand posted a commercial to YouTube showing an actress waterboarding a person. In January of 2019, the product was covered by Vice. Over the course of the following year and a half, the product generated online interest, amassing over 140,000 Facebook likes as of May 8th, 2019. In addition to being marketed towards a heavy metal fanbase, its creators consciously chose to package the water in cans, as "plastic water bottles are shit… aluminum cans are far and away the most sustainable beverage container by virtually every measure." The amount of carbonation in Liquid Death is also less than the amount of carbonation in most sparkling waters, mirroring the mouthfeel of most beers on the market which are also only slightly carbonated. A Facebook page for the product launched on October 18th, 2017. Liquid Death began as a collaboration between Netflix creative director Mike Cessario, bartender Pat Cook, J.R. ![]()
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