Abstract

The case discusses how Liquid Death, a US based canned water brand, broke the traditional norms of marketing to emerge as one of the most successful sparkling water brands in the US. The brand’s rapid ascent in the US beverage industry was attributed to its bold and unconventional marketing, coupled with satirical ad campaigns, witty and humorous graphic design, compelling social media strategy, and engaging content. The brand gained prominence for its #DeathToPlastics campaign and use of recyclable aluminum cans for packaging in an effort to end the use of plastic. Available across 90,000 stores and online, the cult brand targeted the punk rock community, creating a sensation especially among younger millennials and Gen Z who appreciated the brand’s humor, edgy and entertaining content, and the fact that it was committing to sustainability. Making US$ 130 million in sales in 2022 and expecting to double it in 2023, Liquid Death emerged as one of the fastest growing beverage brand in the US. Apart from sparkling water and mountain water, it sold iced teas and merchandise, gaining popularity among the young customers.The case illustrates the challenges Liquid Death could face going forward. These include growing competition in the US bottled water industry, turning profitable, and sustaining its marketing momentum. However, its founder Mike Cessario (Cessario) was confident that Liquid Death would continue to disrupt the marketing game and carve a niche out for itself as a fun and environmentally conscious brand in the canned water space.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Study the marketing mix elements and their role in the success of a brand
• Understand the concept of guerilla marketing
• Evaluate the marketing strategies adopted by Liquid Death
• Understand the importance of sustainable branding
• Identify the challenges Liquid Death could face in turning profitable and suggest strategies Cessario can adopt to overcome them.

Keywords

Unconventional Marketing; Bold Marketing; Brand Positioning; Guerilla Marketing; Marketing Mix; Liquid Death; Death To Plastics; Punk rock; Sustainable Branding; Recycling; Disruption