Tongue-In-Cheek Water Rebranding Targets Energy Drink Fans
Liquid Death's marketing team wants to stand out in the bottled water market by appealing to younger audiences with edgy branding
What do young people like even more than edgy marketing strategies? Purchasing nutritional products they can feel good about consuming. Agency creative Mike Cessario took these two tendencies to create a video advertising his side project, a brand of spring water called Liquid Death.
In the humorous video, actress Elizabeth Grullon describes why water is “dangerous”—and therefore cool. The same idea goes for Liquid Death’s packaging. Instead of a plastic bottle, the spring water comes in a can that takes design elements from the world of craft beer. The rest of the marketing is a cheeky nod toward the branding of unhealthy energy drinks.
Those interested in sampling Liquid Death can order a 12-pack from the company’s website for $18. The products ship in May.