Liquid Death founder Mike Cessario says he played in punk and hardcore bands himself in younger years. The songs’ lyrics are based on comments made on social media and range from “Fire Your Marketing Guy,” “Dumbest Name Ever for Water” to “I Thought This Was Alcohol.” Both records are not only available on Spotify, but were also released and sold in limited quantities on vinyl.Ī creative way to field hate comments-and make music out of them U.S. I + II”-one volume metal style, the other punk (by successful music acts Alkaline Trio, Rise Against and Anti-Flag). Liquid Death has recorded two albums called “Greatest Hates Vol. But even negative reactions serve as fodder for the brand’s attention machine. Now, it must be said that this provocative style is not well-received by all consumers. That’s why with Liquid Death, we’re taking the healthiest thing you can drink-which is water-and branding and marketing it to compete with junk food.” “Why is there no cool water brands?” “The really fun stuff that people can remember comes from junk food brands. “There’s a void for entertaining and bold marketing in the health food space,” said Liquid Death founder Mike Cessario in a 2021 interview. Another plus for rowdy concert-goers, according to Lugowe-an indie record shop owner from Philadelphia-is that the can lends itself to being crushed on foreheads. “When the Wall Street Journal asked why he was toting a tallboy of Liquid Death at a recent Megadeth concert, 37-year-old Bob Lugowe said simply, “I didn’t want to get made fun of for drinking Poland Spring at a punk show.” At first glance, the can’s look-a zombie skull and gothic font in stark black and white-screams some strong AF IPA. OMR breaks down the marketing recipe to its success, as well as the constant criticism following the brand. Growth can primarily be attributed to atypical and polarizing marketing. Founded in 2019, the company is worth USD 700m and expects to reach USD 130m in revenue by 2022. The US startup deals H2O dressed in cans that look like they’re the latest craft beer you’ve never heard of. Tapping into that angst, it’s one of Liquid Death’s central promises. The person killing the vibe because they don’t (want to) drink alcohol. No one wants to be “that” guy or gal at a party or concert.
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