Liquid Death, the rebellious rockstar of the beverage world, has once again outdone themselves with a marketing move that’s as bold as it is hilarious. If you think marketing bottled water is boring, you clearly haven’t been paying attention to this brand.
Liquid Death’s latest stunt? Firing their superhero partner (again) after a disastrously funny classroom ad.
Humor is a Marketing Super Power
In a recent campaign for their flavored sparkling water with agave, Liquid Death enlisted The Deep, the dim-witted aquatic superhero from Amazon Prime’s The Boys. In the ad, The Deep tries to teach kids about the dangers of sugary drinks. Instead of a boring lecture, he forces the children to drink cups of sugar and inhale second-hand cigarette smoke. Yes, you read that right.
The ad’s tongue-in-cheek humor culminates in an “apology” from Liquid Death on LinkedIn, declaring their relationship with The Deep officially terminated.
Flipping the Script: The Liquid Death Way
Liquid Death’s VP of Creative, Andy Pearson, issued a public apology, noting this was their “second failed attempt” to work with The Deep. Pearson’s “apology” and the ad itself are brilliant examples of how Liquid Death flips the script on traditional advertising. They take risks, use humor, and aren’t afraid to challenge norms, which is exactly why they stand out in a crowded market.
Lessons for Your Brand
Great, so this “non-corporate” brand makes funny videos and takes risks… So what does this all mean for my business?
1. Embrace Humor and Opposite Thinking: Liquid Death’s campaigns work because they’re funny and unexpected. Don’t be afraid to inject humor into your marketing. Challenge the status quo and do the opposite of what’s expected.
If you think corporate can’t get away with this, think again. Actually think about Geico. They took one of the the most boring businesses in the world and made an animated Lizard famous, all the while lifting their brand about the competition. They just thought & acted differently than everyone else.
2. Create Controversy (with Care): Controversy grabs attention. Liquid Death’s stunts often tread the line of what’s acceptable, but they do it with a wink and a nod. Ensure your controversial moves align with your brand’s voice and values. Ok, so most brands can’t come anywhere close to this level of controversy so let’s look at a more gentle approach. Patagonia’s “Don’t Buy This Jacket” ad encouraged consumers to consider the environmental impact of their purchases and buy less, which aligns with the brands higher purpose and reinforces Patagonia’s commitment to environmental sustainability and responsible consumption.
3. Be Relentlessly Creative: Andy Pearson’s approach to advertising is to keep it fun and question everything. Don’t settle for what’s been done before. Push boundaries and find new ways to engage and entertain your audience.
"But, I’m a ___________ (fill in the blank with job title) what do I know about being creative and making ads?"
This is where a Professional Creative & Production team can help out. You’ve got the industry know how, and we have the creative chops to pull the good stuff out of you and wrap it into a pretty little digital package.
Conclusion: Dare to Be Different
Liquid Death’s marketing genius lies in their ability to be irreverent and innovative. By turning advertising conventions on their head, they’ve carved out a unique space in the market. So, take a page from their playbook: embrace humor, challenge norms, and don’t be afraid to be a little outrageous. Your brand’s next big breakthrough might just be a laugh away.
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