Our thinking

Liquid Death

21 June, 2024

If someone offered you a can of Liquid Death, you wouldn’t be the first to picture a lethal syrupy drink filled with a concoction of bad chemicals with names too long to remember. But when taking your first sip, you might be surprised, if not a little disappointed, to discover the unremarkable taste of water, or if you’re lucky, a low-sugar flavoured drink.

This week, at the Cannes Lions international festival of creativity, Mike Cessario, CEO of Liquid Death, revealed the art of his company’s unconventional marketing approach. Liquid Death, a drinks brand that began by selling canned water as a more environmentally friendly option to plastic bottles, has grown in recognition for its flagship cans of water that look like a beer or an energy drink. As Cessario explained “If you can get people to stop and look at your product, you’re ahead of 99% of the market”. In the comfort of the pastel and fruity healthy drink aisle, the gothic-black cans of Liquid Death might stop you in your tracks and make you wonder how they nestled their way in. And by the time you register their mountain water content, you may as well buy it.

Cessario emphasised the value of a non-traditional company structure and employing people with non-traditional skills. Liquid Death uses comedians instead of professional copywriters, ensuring that they continue to prioritise entertainment at the core of their brand. And as your brand grows, Cessario stressed the importance of maintaining marketing spend at the same percentage of revenue. “You need more firepower to keep growing” he explained, ensuring that growth is met with marketing momentum.

If you’re craving a good glug of mountain water, you can find your Liquid Death supply here.

By Rosie Serlin