Liquid Death sparkling water turned H2O into a billion-dollar elixir. He writes:
of The Robin Report tells his readers howLiquid Death sparkling water. Now that’s an ominous-sounding name. But it has singlehandedly turned H2O into a billion-dollar elixir. And its packaging seems to take inspiration from something in between Heavy Metal Goth and Mexico’s Día de Los Muertos – even the logo’s font has a sort of Sepultura-esque feel. Newcomers to this product might reasonably expect that inside each can you’d find some concoction of equal parts Jägermeister and gasoline. […]
Media Company First, CPG Product Second
According to brand strategist Robyn Young, the CEO of Young & Company, a Los Angeles-based creative agency, Liquid Death’s ability to create a billion-dollar beverage brand from a highly commoditized product like water comes down to one important strategy. “[Liquid Death] sees itself as a media company first and a product second,” observed Young. “The company’s CEO has said in multiple interviews that you can’t ‘own’ an ingredient like canned water, but it could own a unique brand, wrapped in a compelling package, with a bold point-of-view that speaks to a niche audience.”
Tidal Wave
But the brand isn’t content to stay simply within the water space as it has made plans aimed at quickly encroaching upon the flavored water and iced tea sectors. It seems that the brand is on “Death March” and will soon be flooding other beverage categories as well. Stay tuned for the ultimate Death March.
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