![]() ![]() Liquid Death has done this by honing in on categories that traditionally target young men, such as energy drinks, craft beer and punk, brilliantly repurposing a formula that’s already proven to work. Instead, using an extremely bold marketing approach, Liquid Death took inspiration from the heavy metal and punk rock aesthetic, targeting an entirely different segment of the market: young men who previously might only have drunk water at the gym.Ī post shared by Liquid Death seems kind of obvious, right? If you’re looking to sell to a group of people that haven’t been targeted before, take a category that successfully targets them and (respectfully) beg, borrow and steal whatever you can. Differentiate or die! Be brave! Subvert the norms! Defy convention! Rip up the category playbook!įounder Mike Cessario, a former advertising creative director, brought the brand to life by breaking all the rules in the aspirational health and wellness category.īefore Liquid Death’s foray into the market, water brands were almost indistinguishable: the same or mildly different plastic or glass bottles featuring pastel blue and pink logos, a wafty, holier than thou tone of voice, mountain peaks and trickling springs, spruiked by impossibly good-looking athletes and fitspo models with impossibly hydrated skin.įrom its quirky, rebellious messaging to who it sponsors, and the content they produce, it doesn’t feel like the brand should be in the same universe, let alone the same aisle as Evian, Dasani or the bland ocean of branded water competitors. ![]() It’s easy to call shots from the outside. All too often, the groundbreaking, earth-shattering, ‘now fully organic’ salad dressing was just another plastic bottle of viscous liquid amongst 17 other plastic bottles of viscous liquid in aisle four. While these may well have been big news for the category, the inward focus made it easy to forget how small a role our category - and, indeed, our brand - played in the life of the average punter. Many of my early career memories involve over-excited marketers introducing their breakthrough yoghurts made with new sweetening agents, pasta sauces with marginally chunkier (or less chunky) vegetables and dishwashing liquids in bottles with ‘truly revolutionary’ caps. Searching for points of difference is nothing new. Millions of years of evolution have left humans hardwired to notice what’s different, which is why brands that stand out from the crowd also stand to reap massive rewards. It’s one of the first rules of marketing: to capture people’s imagination, you must first capture their attention. ![]()
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