Liquid Death: A Refreshing Case Study in Branding Excellence

Why are we talking to you, as UK funeral people about American Fizzy Water in a can?

Because there are some useful lessons you can take from the Liquid Death brand story in terms of increasing your own brand presence. First let’s take a quick look at their story.

Liquid Death's core concept is simple: they sell canned mountain water. However, what sets them apart is their disruptive brand identity. The name "Liquid Death," challenges conventional thinking, turning an everyday product into something unforgettable. The skull logo, dripping with "blood," reinforces this instantly creating a brand identity that's impossible to ignore.

They framed their product as an eco-friendly alternative to plastic bottled water. By positioning themselves as environmental crusaders, Liquid Death's founders tapped into the growing consumer concern for sustainability. This purpose-driven narrative resonates deeply with their target audience and sets them apart from traditional (plastic) bottled water brands.

Engaging Packaging:

The choice of tallboy cans,usually associated with beer, challenges consumer expectations. Theblack and white design with bold red accents ensures that LiquidDeath stands out on shop shelves. The tongue-in-cheek taglines like"Murder your thirst" add a layer of irreverence thatfurther engages their audience.

Digital Marketing Mastery:

They leveraged social media to an impressive extent. They've created viral marketing campaigns, built a strong presence on platforms like Instagram, and engaged with their audience in a playful and humorous manner. They even created a heavy metal album to promote their brand, leaning into their rock-inspired aesthetic.

Community Building:

The brand has successfully built a passionate community of followers, known as "Death-heads." By offering merchandise and engaging with their fans on social media, Liquid Death has turned customers into loyal advocates. They even organized events like the "Death to Plastic" tour, which further reinforced their commitment to their mission and deepened the connection with their community.

Product Innovation:

Liquid Death's expansion into sparkling water and limited-edition releases demonstrates their willingness to innovate. These product variations maintain thebrand's core identity while offering consumers new experiences, keeping the brand fresh and exciting.

Consistency and Authenticity:

Throughout their branding efforts, Liquid Death has remained true to their core identity. They have never wavered in their commitment to their mission and the values they espouse. This authenticity has helped them build trust with consumers.

Conclusion:

Liquid Death's success demonstrates the power of branding when executed effectively. They took a simple product and turned it into a cultural phenomenon by embracing disruptive branding, telling a compelling story, engaging with their audience, and staying true to their values. By daring to be different, Liquid Death has proven that even the most mundane products can become iconic with the right branding strategy.
‍
Lessons for funeral professionals:
‍
Consider how you can differentiate your services through unique branding that speaks to your target audience(s).

Storytelling: Liquid Death has effectively used storytelling to create a memorable brand image. You can also tell the story of your facilities and services, emphasizing how you uniquely fulfil the meaningful role you play in people's lives.
Social Responsibility: Liquid Death has made efforts to position itself as an environmentally conscious brand by promoting the use of aluminium cans over plastic bottles. What are your environmental /sustainable values?

Target Audience: Understanding and catering to your target audience is essential for ALL brands. Consider who your clientele is (or who you want in going forward) and tailor marketing efforts accordingly.

Online Presence: Liquid Death has gained popularity through social media and online marketing. Use digital platforms to connect with your audience, provide information about services, and create a supportive online community for those dealing with grief.