It also translates beyond a tagline, permeating a lifestyle that is driven by the consumption of a positive substance.īut best of all, they use tagline to drive everything that they create, giving the brand a humanity that most beverage brands cannot achieve. Like any great tagline, it is simple, clear, and gets the message across loud and clear for everyone to see. Now in my home, people exclusively “murder their thirst.” From the moment Liquid Death arrived on my doorstep, I stopped referring to the consumption of H20 as “drinking water”. I can attest to this from personal experience. Now that Liquid Death has come and gone through my home, rather fast I may add (*cough, cough* send me more), I want to spare the details of what one can learn from letting death course through their veins and sit in their stomach for a week. You’ll be surprised at how tasty death can be. Try it for yourself and see if you or your thirst can survive the journey that mine took when I shared my precious information. What happened I’ll spare you the details as it got pretty gory, but I will tell you their violent ways aren’t as off-putting as one might think. Here’s a taste of what they’re all about… Did I mention, they launched this entire death trap at the beginning of COVID? Talk about taking advantage of the times. What came next was a whirlwind for the brand as it skyrocketed sales and dominated the shelves of Whole Foods. The idea: make something boring as hell awesome. From there, it picked up a casual $12 million in funding from major investors (I’m talking juggernauts) and they crafted a killer strategy that was so simple it would make some marketers want to off themselves. Liquid Death was started after Mike Cessario attended Warped Tour circa 08’ and noticed that bands were putting water inside energy drink cans during their performances.Īs a punkpreneur and prior band member, he knew the ropes of the scene and used his ad business experience with brands like Toyota and Nestle, to drive the creative approach that became the face of Liquid Death.Īfter shooting a commercial for $1.5k and spending $3k on Facebook ads, the death drink had more followers than big-bottle brand, Aquafina. The fast and terrifying rise of Liquid Death… What I quickly realized was that this “cult” was much bigger than I had anticipated, and all of its members were devout followers-one could say H2only kind of people.īefore I go any further, let me tell you a little bit about this fatal beverage brand. Just like that, I had joined a cult for clear fluid consumption–sorry, mom. With a quick swipe, I was staring Liquid Death in the face. My fingers couldn’t help but click the notification as it flashed across my screen. Subject Line: “Your thirst deserves to die…” Minutes after I joined their email list digital cult, I was strategically stabbed with an email that reminded me what was going on. Here’s what happened when I let Liquid Death into my life… So I took a chance and forked over my information in exchange for what I hoped would be a rousing new relationship with water. Like any decent writer, I knew the real juicy stuff-that raw, uncut, content-comes to the email inbox. If you’re a fan of design badassery, you can imagine 20-somethings saluting these words as an up-and-coming Nirvana cover band rips the stage with ear-numbing rock notes. The words embodied everything that you would imagine in that of a cheap beer sold exclusively in back-door Brooklyn venues. The company tagline reads… “Murder Your Thirst” The name alone was captivating enough, then back it up with heavy metal-themed H20 posters and psychedelic grunge cans and you’ve got my full attention. I was turned onto it after my sister shared their irreverent Instagram with me a few weeks ago. When I say death I’m talking about Liquid Death-water that will violently annihilate any and all of your dehydration. Death knocked on my door the other day courtesy of my FedEx guy…
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