Liquid Death: this brand is driving me crazy (and it's no joke)! I'm writing my thesis to graduate in Administration, and I made the worst possible choice: I decided to write about Liquid Death. I discovered this #brand in 2023 and right away I was fascinated by its positioning and #branding. It's disruptive, funny, and has fantastic satire in its advertising campaigns. It's completely different from anything I've ever seen. All of this just to sell "just water." Seeing my enthusiasm for this brand that doesn't even sell in my country, I thought, "Hm, why not write about it? After all, all that's at stake is the completion of my degree." And well, that's what I'm doing right now. I've already contacted the Creative Vice President of Liquid Death, Andy Pearson, to get information. I requested access to a Madrid article (thabk you María Elena Calderón). And I keep reading, writing, and reading. And why was it the worst decision I made? Because there are simply so many possibilities for analyzing Liquid Death, so many high points of the brand and perceptions of #community and branding, that I'll be FORCED to continue studying. That said, thank you #LiquidDeath for forcing me to study for a few more years. --------------------------- Liquid Death: essa marca vai me deixar louca (e não é brincadeira)! Estou escrevendo meu TCC para me formar em Administração, e fiz a pior escolha possível: decidi escrever sobre a Liquid Death. Conheci essa marca em 2023 e logo de cara eu já fiquei fascinada por todo o seu posicionamento e branding. É disruptivo, engraçado e tem uma sátira fantástica em suas campanhas publicitárias. É completamente diferente de tudo o que eu já vi. Isso tudo para vender "apenas água". Ao notar meu entusiasmo por essa marca que nem vende no meu país, pensei "Hm, por que não escrever sobre ela? A final o que está em jogo é apenas a conclusão da minha graduação". E bom, é isso que eu estou fazendo nesse exato momento. Já entrei em contato com o Vice Presidente Criativo da Liquid Death para pegar informações. Pedi acesso a artigo madrileno. E continuo lendo, escrevendo e lendo. E porque foi a pior decisão que tomei? Pois simplesmente há tanta possibilidades de análise da Liquid Death, tantos pontos altos da marca e percepções de comunidade e branding, que vou ser OBRIGADA a continuar estudando. Dito isso, obrigada Liquid Death por me obrigar a estudar por mais alguns anos.
Patrick 🏴 Kizny
2mo
Ana did you realize how bad to the environment this company is? Are you getting the bitter message quoted on the ad you posted?
Their "How I Build This" is undoubtedly one of my favs. Another head turner is Atari & Chuckie Cheese. Worth a listen: https://www.npr.org/2018/06/07/596160849/atari-chuck-e-cheeses-nolan-bushnell
Adam Ross
2mo
if you haven't come across this already, I think you'll enjoy https://uncensoredcmo.com/125
I would very much like to read your thesis when you’ve finished, if you care to share! 😊💀
Roger Leao
2mo
Super interessante! Seria ótimo poder ler quando pronto!
Ana Carolina Castro the funky marketing on the can itself is what got me to buy it in the first place. And surprisingly, the water tasted amazingly fresh, even in a can. Since then, I've purchased their other non-water products, and they're just as tasty. Obviously, the critic doesn't read past the surface of anything. But calling him out is a great and useful marketing tool!
I agree with everything you just said, Liquid Death should be a case study on effective and groundbreaking branding in the future. With all the competitors in the space, this is the most innovative business model I've seen in a long time!
Panos Tzitzinos
2mo
I’d definitely want to read your analysis once done! ✅
Killer brand and case study - currently the best one out there. Great choice for your thesis! I’m sure you’ll nail it.
Strategic Thinker, Creative Maker
2moAna Carolina Castro are you able to talk about what they aren’t? I see much of their creative energy exploring that (endlessly entertaining) theme.