Liquid Death: Redefining Marketing
| Case Code: MKTG459 Case Length: 13 Pages Period: 2017-2023 Pub Date: 2024 Teaching Note: Available |
Price: Rs.400 Organization : Liquid Death Industry : Countries : United States Themes: Marketing Strategy Marketing Mix, Branding Strategy,Marketing Communication |
Abstract Case Intro 1 Case Intro 2 Excerpts
Excerpts
Unconventional Marketing
Liquid Death pulled off several marketing campaigns, promotional efforts, and collaborations to establish its presence in the cluttered bottled water market. These included hard-core product differentiation strategies, social media campaigns, edgy and entertaining content, – all infused with a sense of environment responsibility. “By marketing water in a way that’s never been done before, Liquid Death tapped directly into a proven psychological quirk known as the Von Restorff effect (aka the isolation effect, aka the bizarreness effect). This phenomenon describes our tendency to remember the thing that stands out from the crowd. Simply put, we are drawn to the unusual. The water category doesn’t get more unusual than Liquid Death,” said Dan Moheit, CEO of Hardhat, a creative brand consulting firm. Liquid Death’s audacious branding ensured that people talked about it. According to Cessario, Liquid Death was not about the marketing business, it was all about the entertainment business..
Building a Sustainable Brand
Globally every year, more than 300 million tons of plastic was produced and its use and disposal caused severe damage to the environment. And single-use plastic bottles, which had less than 5% chance of being recycled, accounted for a major part of the debris. Taking a cue from the impact of the plastic bottles on the environment, Cessario placed strong emphasis on sustainability through the company’s cult brand Liquid Death. Instead of plastic bottles, it consciously used recyclable aluminum cans to package its products – sparkling and mountain water..
Results
In the first month of the launch, Liquid Death made US$100,000 in sales. Growing gradually through the online channel, it ended 2019 with US$2.8 million in sales. All through 2020, the brand was coping with the challenges thrown up by the COVID-19 pandemic. However, it was able to reach US$ 10 million in sales at a 257% growth rate in 2020. Some analysts said Liquid Death had disrupted the high-margin bottled water market with its low price and vastly enriched customer experience..
Challenges
Regardless of the fact that Liquid Death had achieved success in a very short span of time, the road ahead was full of challenges for the company. One of the biggest challenges for it was keeping up with the customer preferences and fulfilling customer expectations. Staying aligned with shifting customer preferences and trends in the beverage industry, such as health-conscious choices or reduced plastic usage, was crucial, said analysts..
Exhibits
Exhibit I: Liquid Deaths Greatest Hates Music Album (Three Volumes)
Exhibit II Liquid Death’s Creative Ads
Exhibit III: Liquid Death’s Popular Marketing Campaigns
Exhibit IV: Liquid Death Products
Exhibit V: Liquid Death Annual Revenue from Sales from 2019 to 2023
Exhibit VI: US Bottled Water Market (2012 to 2022)
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