#Case of liquid death series#

Their current estimated post impressions are believed to be around 21 billion in a year. The Liquid Death Marketing StormĬreating a loyal fan base through marketing and social media like TikTok meant that very quickly, Liquid Death became the most followed beverage brand in the United States. How did they achieve such insane growth in such a short amount of time?įirst, they built a full-on craze.

#Case of liquid death series#

(A startup studio) By 2020 they had $23 million in a series B round. When originally launching in 2019, Liquid Death raised US$1.6 million in seed funding from a round led by Science Inc. Liquid Death is first and foremost a content creation company - their physical product was always secondary to that focus. Source How Liquid Death Turned Into Liquid Gold Let’s take a closer look at the most popular water in a can brand and how their social and internet presence became the prelude to a product with runaway success. They’ve managed to achieve the same rate of growth in three years and it took other companies nearly half a decade to get to the same level. This approach to online virality has helped propel Liquid Death beyond many other non-alcoholic beverages on the market. They want to own their very own purple cow.Īnd this movement opened Liquid Death up to multiple revenue streams under one umbrella, all of which have proven successful in the market. People don’t purchase Liquid Death because it’s great water - they purchase it because they want to be a part of that movement. More than a water company, Liquid Death is a marketing movement based on entertaining internet trends, which gives it the longevity needed to stay relevant in today’s rapid-cycle social feeds. How would they sell the concept without having the actual product yet? How Liquid Death Had A Market Fit Before Product There was only one problem: it was a concept only. Market to the types of people that would be headbanging at a heavy metal concert but who weren’t really interested in getting wasted. The idea would be to sell a way of life more so than just a simple drinking product.Ĭessario’s vision was a simple one. Before going to market, Cessario launched an advertising campaign that showed his vision for the future: Liquid Death-themed bars, tattoo parlors, barber shops, and other ventures under one brand. Why is it purple? It’s just different enough to spark curiosity - the ultimate ingredient to successful marketing.Ĭoincidentally the purple cow of Liquid Death started with a single marketing campaign. If you see a normal cow every day it’s no big deal - but if you were to spot a purple cow you would immediately be drawn to it. It’s just like the purple cow by Seth Godin. This canned water company, known for “murdering your thirst” is the vision of ex- Netflix creative director Mike Cessario, and now it’s taking the world by storm.

That’s the case with the latest hydro homie craze: Liquid Death.

Because what if the most metal thing you could imagine was a good old can of H20? You walk into your local 7/11 for a bottle of water and see your usual Evian, Aquafina, and Dasani… Until your eyes meet “Liquid Death”.