How Liquid Death smashed a completely flooded market with branding
Hey branding enthusiasts,
you actually think: Water? It already exists. In still, sparkling and organic.
But then Liquid Death came along - and turned a completely saturated market into a scene. Not a new product. No new taste. Just brutally good branding.
But how did it come about?
Mike Cessario, ex-advertiser and music fan, had a thought:
"Why does healthy water always look like a yoga class, while beer comes across as rock'n'roll?"
And then he just did it. 💪
Not still water - but "Murder Your Thirst"
With a skull on the can, a design like a metal album and ads that look like a mix of Jackass and Tarantino - Liquid Death does everything you're supposedly not allowed to do in the water market.
And that's exactly why it works.
What's exciting is that Cessario specifically didn't want to enter the alcohol market. Although the design would fit perfectly on a craft beer shelf.
Why?
He deliberately chose a saturated, boring market in which nobody dared to be different. Because that's where you stand out.
👉 The trick wasn't the water.
The trick was the image, the attitude.
And yes, it worked.
In 2022, turnover was over 130 million dollars.
Today, Liquid Death is the fastest growing beverage brand in the USA. And with a product that you can buy for 20 cents at a discount store in Germany.
What can brands learn from this?
✅ You don't always need a "completely new" product.
✅ You don't always need a blatant niche.
✅ You need a damn good reason why people should choose YOUR product.
A few thoughts that you can take away with you:
- Water is water. But no other water screams at you like Liquid Death.
- Market overcrowded? That's good. Then you'll have enough to set yourself apart.
- Branding = stage. You can be the loudest, quietest, edgiest or most elegant brand - if you pull it off.
Conclusion:
Liquid Death has not only shattered the market, but also the rules.
Because they dared to do no-bullshit branding - and to take their target group seriously. Not with discounts. But with a strong brand identity.
Maybe your product isn't as "unusual" as water - but your branding can be. The only question is: what are you waiting for?
See you next week - stay loud, clear and weird. 💀
Chantalle
