Liquid Death, Solid Vibes

Liquid Death, a startup founded in 2019 selling *checks notes* canned water was recently valued at $700 million. Does death cure dehydration? We’re not sure. But we do recognize good marketing when we see it.

Here are some takeaways:

In a recent Bloomberg article, CEO Mike Cessario said “part of Liquid Death’s success can be attributed to its cans making the product look fun and unhealthy like beer or an energy drink.” A perfect articulation of their design philosophy.

Beer isn’t exactly known for its health benefits, but it does have a strong association to fun. Single-use plastic water bottles, however, are not seen as particularly healthy or fun. This is where Liquid Death wins.

Their unique packaging – a 16.9oz Tall Boy can – resembles a beer can (fun!) and is more recyclable than plastic bottles (healthy!). With a growing number of people abstaining from alcohol, Liquid Death helps avoid social alienation while providing inconspicuous hydration.

So they have a nice package, but how do they get people to look at it? The answer: partnerships and product placement. Support from Live Nation, Swedish House Mafia, and Whitney Cummings, amongst a variety of podcasters, secures some nice face time for the brand.

This touches on a key element of marketing: authenticity. LD marketing feels authentic because the company isn’t shoving product in consumer faces via paid ads. Creators just put it on display while they work.

Consumers know they’re always being targeted by marketers; they’re not stupid. This is why organic efforts and product placement are the new marketing meta. Shoving products in someone’s face comes off too aggressive.

Nobody likes used car salesman vibes. Successful marketing isn’t about getting *the most* eyeballs on your product by constantly blasting out promos. It’s about getting *the right eyeballs* in *the right places*.