New Liquid Death water wants to lure millennials with killer marketing

Premium water brand “Liquid Death” is making a splash among millennial consumers thanks to an edgy marketing campaign, according to Ad Week. Brand creator Mike Cessario told the publication that his team married the “fun, irreverent” advertising usually associated with energy drinks and beer with a healthy product to attract this demographic.

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Liquid Death’s campaign includes a two-minute funny video that positions water as the most dangerous drink in the world. In less than 2 months, the ad gained 1.2 million views on Facebook. It’s average shares per post, likes per post and engagement percent has dwarfed that of Monster, Red Bull and bottled water rivals.

Liquid Death’s packaging is a departure from traditional beverages aimed at younger consumers. Unlike the bright colors and flashy type typically used, Liquid Death’s can more closely resembles that of craft beer. Cessario says when placed next to other youth-focused products, Liquid Death’s water will stand out against its competitors.

Dive Insight:

Naming a life-supporting beverage “Liquid Death” is certainly an unconventional way to capture consumer attention. While most competing brands tout health benefits and showcase images of soothing mountain springs or waterfalls, this new brand embraces water’s dangerous side.

Company founder Mike Cessario told Ad Week that today’s youth is very focused on health and better-for-you products. However, it’s often junk food that uses branding that younger consumers can relate to. By taking the healthiest beverage on the planet and marketing it in a cheeky, rebellious way, Cessario hopes to deliver a desired product aesthetic to an underserved demographic.

The name Liquid Death quickly establishes who the brand’s target audience is. And while its counter-culture message seems like it could be a slam dunk for teens and young adults, it will likely alienate their parents. The video does, after all, poke fun at yoga moms and features an actor simulating water boarding with the product at the end of the spot. But this us-versus-them positioning that touts Liquid Death as the real deal compared to bottles “designed to be yoga accessories,” could boost its premium allure for younger consumers.

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