How Liquid Death Killed the Rules and Built a $1 Billion Brand

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Here’s today’s marketing insight in under a minute. Let’s dive in.

This brand got millions of views on social media.

And it's not how you think.

They used what's known as anti-marketing.

The brand was called Liquid Death. And if you couldn't guess, they sold water.

With cans that look like beer, no one believed it would work.

But now, they've gone ultra viral.

Here are 3 things they did that every brand should learn.

1) They Did the Opposite of what everyone else did

While everyone else sold water in plastic, Liquid Death chose aluminum cans.

Instead of gentle rivers and mountains like all the other brands, they went all out.

They had beer-style cans, skulls, flames and chaos.

Who would've ever expected?

2) They Made a simple concept super interesting

Liquid Death didn’t market health like everyone else did.

Instead, they marketed rebellion.

They didn't say “Drink water and save the planet”. Their slogan was “Murder Your Thirst.”

They started turning their concept into a lifestyle.

3) They broke all marketing rules

Their ads were outrageous.

Like this one where a grandma was getting the liquid death logo tattooed on herself.

It didn’t make any sense. And that’s exactly why it went viral.

4) They built a movement

Liquid Death wasn’t just about water. It was a statement.

They encouraged people to drink from a can and not plastic. This encouraged saving the planet.

Fans weren’t buying a product. They were joining a rebellion.

So if you're a brand listening to this and want to stand out, you need to be different.

Start thinking outside the box. Do what no one else is doing.

Marketing insights in under a minute—delivered.

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Cheers.

- Srikar & Sai Karra

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