I am convinced to the highest level possible that one can create a massive business out of anything under the sun. Literally!
In case you have been living under a rock, let me tell you there’s a startup that is making a business out of an “unnecessary” aspect. And the major credit goes to the marketing approach they have.
Founded in 2018, by a former Netflix creative director, Mike Cessario, Liquid Death is nothing but a water startup — they serve H20 in a tall-boy can.
Now if you are wondering why people would buy canned water, then take a look at how Liquid Death did it.
The Liquid Death Marketing
We all have seen how health and fitness have become a massive industry. Most of the products from this industry is branded in such a way that people get inspired. However, we all know that a huge number of these products are actually not healthy and comes with significant drawbacks. The prime reason most of the health and fitness companies succeed in making a strong, profitable business is because of the way they convey a message to us — they market the products with “aspirational” fitness folks.
This is what Cessario wanted to change; he wanted to make people take the most overlooked path i.e. drink more water.
But How To Make People Drink Water More Often?
The answer is “marketing”.
Cessario has worked on viral promotions for Netflix original series like “House of Cards,” “Stranger Things,” and “Narcos.” And with Liquid Death, he has taken his marketing superpowers to a whole new level.
The former Netflix creative director came with a supremely brilliant idea of making water entertaining.
This is what their website reads: “Liquid Death is a completely unnecessary approach to bottled water. In fact, we strive to be unnecessary in everything we do. Because unnecessary things tend to be far more interesting, fun, hilarious, captivating, memorable, exciting, and cult-worthy than “necessary” things.”
All things marketing! @LiquidDeathTweet
That is not all, each and every marketing aspect of Liquid Death seems to be making a great impact on people. For instance, look at their punk rock like tagline — “Murder Your trust”.
Also, the fact that the water comes in a tall-boy can with a dripping, human skull illustration on it, wouldn’t it look cool when you drink it like you’re some big shot. So, next time when you are at a concert or a party or out on an adventure or playing a sport, grab a Liquid Death and drink it in style.
“When you’re launching a new brand, if you don’t have millions and millions of dollars to push it out there with [advertising], your only chance of survival is the product itself has to be insanely shareable,” said Cessario.
“You’re going to have a hard enough time funding production. You’re not going to have the money to compete with the Cokes and the Pepsis, so the only way to get it out there is if people organically want to share it because of the funny, irreverent marketing.”
Show Me The Money
Without an inch of doubt, many were sceptical about the company’s run. However, the aggressive, heavy metal-influenced art canned water startup seems to be proving everyone wrong.
The company is backed by some of the notable tech giants from the industry including Dollar Shave Club founder & CEO Michael Dubin, Twitter co-founder Biz Stone, and Jen Rubio, co-founder of Away.
In February this year, Liquid Death announced that it has raised $9 million in Series A funding. And recently, it has raised $23 million in Series B funding which includes backers like unnamed family office, Convivialité Ventures, musician Fat Mike, and earlier backer Velvet Sea Ventures.