Rachel Rubin’s Post

I recently read this excellent article by Jon Evans on Liquid Death, which provides valuable insights for those interested in creating and launching a successful brand and brand building. 💡 The idea originated from observing musicians at concerts using Monster cans, which were filled with water instead of energy drinks, to keep them hydrated during their performances. 👉 Liquid Death shook up the $280 billion global bottled water market five years ago and is now worth over $1.4 billion. The article outlines the ten tactics the brand used to defy the odds. However, from a strategy point of view, their success can most likely be attributed to these critical strategic moves: 💎 𝐑𝐞𝐥𝐚𝐭𝐢𝐯𝐞 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐢𝐨𝐧: Positioning itself as an alternative to traditional bottled water, Liquid Death's narrative of "𝐦𝐮𝐫𝐝𝐞𝐫 𝐲𝐨𝐮𝐫 𝐭𝐡𝐢𝐫𝐬𝐭" and "𝐝𝐞𝐚𝐭𝐡 𝐭𝐨 𝐩𝐥𝐚𝐬𝐭𝐢𝐜" resonates authentically with its mission is to 𝒎𝒂𝒌𝒆 𝒑𝒆𝒐𝒑𝒍𝒆 𝒍𝒂𝒖𝒈𝒉 and get more of them to 𝐝𝐫𝐢𝐧𝐤 𝐦𝐨𝐫𝐞 𝐡𝐞𝐚𝐥𝐭𝐡𝐲 𝐛𝐞𝐯𝐞𝐫𝐚𝐠𝐞𝐬 more often, all while helping to 𝒌𝒊𝒍𝒍 𝒑𝒍𝒂𝒔𝒕𝒊𝒄 𝒑𝒐𝒍𝒍𝒖𝒕𝒊𝒐𝒏. 💎 𝐃𝐢𝐬𝐭𝐢𝐧𝐜𝐭𝐢𝐯𝐞 𝐁𝐫𝐚𝐧𝐝 𝐈𝐝𝐞𝐧𝐭𝐢𝐭𝐲: Liquid Death’s distinctive and unconventional branding sets it apart in a highly competitive market. Its outlaw brand identity design and jester personality align exceptionally well with its positioning. 💎 𝐇𝐢𝐠𝐡𝐥𝐲 𝐓𝐚𝐫𝐠𝐞𝐭𝐞𝐝 𝐀𝐮𝐝𝐢𝐞𝐧𝐜𝐞: Liquid Death tapped into a niche but highly influential market segment by focusing on Millennials and Gen Z consumers who appreciate unique beverage options and alternative lifestyles. 💎 𝐑𝐞𝐥𝐞𝐯𝐚𝐧𝐭 𝐒𝐨𝐜𝐢𝐚𝐥 𝐈𝐦𝐩𝐚𝐜𝐭: Liquid Death's commitment to using recyclable aluminum cans and promoting environmental consciousness adds value to its brand and inspires and appeals to socially conscious target consumers. 💎 𝐌𝐞𝐚𝐧𝐢𝐧𝐠𝐟𝐮𝐥 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭: Liquid Death effectively engages its audience and builds brand loyalty through captivating content, influencer partnerships, and interactive campaigns. For more insights, I recommend listening to Jon Evans' fantastic podcast with Liquid Death's founder, Mike Cessario (https://lnkd.in/gDQCG2mV). #brandbuildng #brandinnovation #CMO https://lnkd.in/gytBvZ3z

Ever thought bottled water could be badass? Liquid Death is rewriting the rulebook—here’s how. The Real Deal on Liquid Death's Product Some critics argue that Liquid Death is all style, no substance. But let's get real—bottled water is a commodity. Do you ever sip on Evian and think it tastes wildly different from Volvic? Probably not. Liquid Death understands this and has still managed to stand out in a sea of sameness by innovating with sparkling flavors and unique product extensions like iced tea. Marketing Mastery: Beyond Just Ads Liquid Death isn't just riding the wave of edgy promotion. Their branding—bold, distinct, and rebellious—cuts through the noise of traditional, transparent tones and glacial mountain logos. Their decision to use cans instead of plastic taps into the 87% of consumers who prioritize reducing plastic waste, proving they’re ahead of the curve in sustainability. Strategic Placement: Breaking the Mold Here's where Liquid Death's genius really shines. Instead of competing in crowded retail spaces dominated by giants like Coca-Cola, they positioned themselves as a healthier alternative at bars, festivals, and clubs. This move not only sidesteps traditional retail battles but also taps into independent distributors less controlled by big brands. Premium Pricing: The Power of Brand Strength At a time when many brands are slashing prices, Liquid Death maintains a premium. Why? Because their brand strength allows them to. They've grown from $3M to $263M in just under four years without relying on heavy discounting.

“Murder Your Thirst” comes in a tallboy with heavy-metal styling. 😎 Liquid Death launched in 2019 with a still #water sourced from the Austrian Alps, before diversifying into sparkling. Today, it’s a $1.4bn hydration #brand encompassing plain water, iced teas, seltzers and electrolyte powders, plus #merchandising. Feeling comfortable drinking water in a social setting is not the only problem it solves. 😉 The main thing is that your current water options are boring and invoke next to no emotion. Liquid Death is your fun water option. It evokes those feelings alcohol companies sell us: #fun, relaxation, confidence, #inclusion. Liquid Death contains nothing more toxic than H2O, but it cultivates a noxious image. 🤓 It’s notorious for its tongue in-cheek #marketing and funny #videos and memes. Its viral content has made it one of the most-followed drinks #brands on TikTok, while partnerships with counterculture celebrities have helped build its credibility with Gen Z. #marketing #sales #digitalmarketing #food #beverage #drinks #creativity #future #markets #startup #startups #branding

Case Study: Liquid Death - Transforming Water into a Lifestyle Brand Imagine paying double or even triple the price for just a water can. Sounds crazy, right? Liquid Death! This innovative brand, initiated by Mike Cessario, has taken the beverage industry by storm with its edgy and unconventional approach. Highlighting that, 1. Unique Branding : Liquid Death packages its water in tallboy aluminum cans, giving it the look and feel of a premium energy drink or craft beer. The tagline "Murder Your Thirst" adds an element of intrigue and rebellion. 2. Eco-Friendly Mission : By promoting the hashtag #DeathToPlastic, Liquid Death isn't just selling water; it's selling a movement. Their commitment to reducing plastic waste resonates with eco-conscious consumers, turning every purchase into a statement. 3. Secondary Brand Association : The clever use of hashtags and social media campaigns has built a strong community around the brand. By associating themselves with environmental causes and a bold, rebellious attitude, Liquid Death attracts customers willing to pay a premium for more than just hydration – they’re buying into a lifestyle. 4. Disruptive Marketing : Liquid Death challenges the conventional marketing strategies. It's not just about the product; it's about the brand experience. 5. Willingness to Pay : Despite being just water, Liquid Death’s pricing strategy positions it as a luxury item. Consumers are willing to pay a higher price for the brand’s unique identity, eco-friendly packaging, and the social statement they make with each purchase. Iconic conclusion as a marketing enthusiasm undergraduate: Liquid Death shows us that with the right branding and marketing strategy, even a commodity like water can become a high-value, desirable product. Emphasizing sustainability, leveraging social media, and creating a strong brand identity can set you apart in any market. #Casestudyanalaysis #MarketingStrategy #Branding #EcoFriendly #Sustainability #InnovativeMarketing #Unconventionalmarketing #LiquidDeath #Deathtoplastic

Liquid Death began with just $1.5k and no product but is now valued at $700M. Imagine a world where a can of water symbolizes rebellion. That's the reality Mike Cessario envisioned when he created Liquid Death. His idea was simple: people, especially rock bands, didn't want to drink "boring" water from plastic bottles, but they still needed to stay hydrated. Mike Cessario, the founder, was a rock fan who noticed that many bands at concerts used Monster Energy cans but with water inside. This idea lingered with Mike for years before Liquid Death became a reality. Liquid Death might sound like an unusual brand name, but that's precisely why he chose it. With just $1.5k, Mike created an ad featuring a woman (his wife) pouring the drink onto a tied-up man, symbolizing a unique way of drowning him. At that point, they didn't even have a single can of Liquid Death; they merely had a 3D-rendered model of Mike's vision for the product. Within 3-4 months, the ad garnered 3 million views, and that's when Mike realized the business might actually work. Mike secured $150,000 in initial funding and produced the first small batch of Liquid Death. It all started with a simple question: Why can't water be as cool as beer? Mike, a creative thinker, saw a market gap. Mike doesn't fit the typical corporate image of someone from Pepsi. If you put him and the can together, it's evident they are as authentic as it gets. Authenticity means being true to yourself and not caring about appearances in the boardroom. Brands like Liquid Death only come around every few decades, while legacy beverage brands scramble to protect their market share. Mike's approach is different; he throws ideas against the wall to see what sticks. He saw water in plastic bottles as uninspiring and harmful to the planet. His solution? Liquid Death. Crafted from Alpine waters and packaged in recyclable cans, it's a statement against the status quo. Liquid Death immediately captured the imagination of the internet. Within a few months of its launch, the brand had amassed more than 100,000 fans on Facebook, surpassing even bigger brands like Aquafina on the platform. Liquid Death isn't merely disrupting the beverage industry; it's rewriting the narrative on beverage sustainability and authenticity. What's your favorite disruptive brand, and why?

Liquid Death has achieved what many brands aspire to: a cult following. Here's how they did it... 1. The Power of Perception Ever found yourself at a concert, holding a plastic water bottle while everyone else has a beer in hand? It’s awkward, right? Liquid Death gets it. By packaging water in a tall can, Liquid Death creates an illusion of drinking alcohol. They’ve turned a simple can of water into a statement piece that makes you feel like part of the crowd. 2. Tapping Into Multiple Niches What’s brilliant about Liquid Death is how they appeal to different groups: - Non-drinkers: Finally, a drink that looks the part but keeps you sober. - Eco-warriors: Aluminum cans instead of plastic bottles – it’s a win for the planet. - Flavor Seekers: Their flavored sparkling water doesn’t just taste good, it’s a standout in a sea of bland options. 3. Embracing Sustainability Liquid Death isn’t just about edgy branding. They’re serious about sustainability. Aluminum cans significantly reduce their environmental footprint. This commitment to sustainability resonates deeply with the growing number of eco-conscious consumers. ─────────────────────────────── Building a cult following isn’t just about popularity; it’s about creating a passionate community around your brand. It increases loyalty and longevity and creates authentic connections. Liquid Death proves that with clever marketing and a deep understanding of your audience, even a can of water can become a cultural phenomenon. What can you learn from their success to take your brand to the next level? #Marketing #DigitalMarketing #SmallBusiness #Growth

Liquid Death = $1.4B. All brand, all attention. ("...More than one-tenth the size of the *entire* no- and low-alcohol-beverage industry.") #brand #attention #metaadvertising https://lnkd.in/euEd5aYW

Many #plantbased brands have interchangeable green-centric #branding & lack originality. Despite better taste & texture, they lack distinctiveness to attract mainstream #consumers who put #price, taste & #advertising ahead of altruistic values: https://lnkd.in/dZWPfqNX #marketing

Elevate your brand with custom food packaging. Discover how tailored packaging solutions can boost your brand's visibility and appeal. Read More: https://lnkd.in/dXASajMn #FoodPackaging #CustomPackaging #Branding #PackagingDesign #BoostYourBrand #FoodBusiness #PackagingInnovation #SustainablePackaging #ProductPackaging #CustomFoodBoxes #PackagingSolutions #FoodMarketing #ThinkInkPackaging #BrandIdentity #EcoFriendlyPackaging See insights Boost a post Like Comment Send Share

𝗖𝗼𝗼𝗹 $𝟯𝟰.𝟰𝗯𝗻, 𝗰𝗼𝗻𝗴𝗹𝗼𝗺𝗲𝗿𝗮𝘁𝗲𝘀 𝗳𝗹𝗲𝘅𝗶𝗻𝗴 𝘁𝗵𝗲𝗶𝗿 𝗳𝗶𝗻𝗮𝗻𝗰𝗶𝗮𝗹 𝗺𝘂𝘀𝗰𝗹𝗲𝘀 & 𝗲𝗰𝗼-𝗰𝗼𝗻𝘀𝗰𝗶𝗼𝘂𝘀 𝗮𝘂𝗱𝗶𝗲𝗻𝗰𝗲 🌳 US single-serve water market is booming, now worth a cool $34.4bn. The driving force? Innovative water brands, providing healthier alternatives to traditional drinks. But who's stirring this pot? It isn't just the conglomerates flexing their financial muscles. Start-ups are spearheading change with fresh, unique offerings (cue LUMEO H2O® 😉). The shift stems beyond products; it's about brand ethos. With a growing eco-conscious audience, sustainability is key. Brands now actively 'green' their operations, echoing customers' values both inside and outside the bottle (👉our policy: https://lnkd.in/dt2CGzGz). Brands are also part of a broader cultural movement towards reducing alcohol consumption, with many young adults opting for teetotal lifestyles. As a result, there is a rising demand for alcohol-free drinks that still provide a sense of social engagement and enjoyment. In brief, the hydration market is witnessing a dramatic shift, powered by brands making water both fun and socially appealing, and in LUMEO H2Os case - also healthy. #health #water #beverages #wellness #illuminatefromwithin #lumeoh2o #retail Financial Times https://lnkd.in/d5t7wJap