What Businesses Can Learn From Liquid Death’s Killer Strategy
Let’s be honest—when you first heard about Liquid Death, you probably thought it was an energy drink or some kind of underground punk band. Turns out, it’s just water. Yep, plain old mountain water. In a tallboy can. With a logo that looks like it belongs on a Metallica tour shirt.
And it exploded.
So, how did a startup selling one of the most basic products on earth become a $700M brand with a cult following and celebrity investors? Simple: they didn’t just sell water. They sold attitude, humor, and creativity—and they treated branding like a headlining act.
Let’s take a look at what they did right—and what your business can steal (uh, be inspired by).
The Power of Creative Branding
From the beginning, Liquid Death didn’t market itself like a water company. They marketed like a punk band, a streetwear brand, or an underground comic. The name “Liquid Death” is intentionally provocative. The logo? Metal AF. The copy? Dark, funny, and self-aware.
But behind the madness is a serious commitment to great design and tight branding. Every touchpoint—from their cans to merch to TikToks—feels like part of a world you want to belong to (or at least, laugh at).
Key Takeaway:
Don’t play it safe. In crowded markets, branding is the differentiator. Use bold design and storytelling to create an identity people remember (and want to talk about).
Smart Tactics That Made a Splash
Here are some of the boldest moves Liquid Death made—and how you can steal a page from their playbook.
Build a Brand Before the Product
Liquid Death’s founders created a mockup of the can and ran Facebook ads before launching. The goal? See if people clicked. The result? Huge interest—and proof of concept before production.
Actionable Tip:
Test your concept before you invest. Use low-cost digital ads or landing pages to validate demand.
Content-First Marketing
Instead of traditional ads, Liquid Death invested heavily in entertainment. Think viral videos like “Liquid Death Mountain Water Kills Thirst” or the “Greatest Hates” album made from real customer complaints.
Actionable Tip:
Create content worth sharing. Don’t just talk about your product—create something funny, outrageous, or emotional that fits your brand’s voice.
Treat Your Product Like a Lifestyle
Liquid Death didn’t stop at water. They launched merch, skateboard decks, NFTs, and more. Their brand extended into a full lifestyle, blurring the lines between product and personality.
Actionable Tip:
Expand your brand universe. Think beyond your core offering—what else can your audience wear, display, or interact with that builds brand loyalty?
Embrace the Weird
They hired Tony Hawk to sell skateboards painted with his own blood. They made a horror movie. They give part of proceeds to help kill plastic pollution (their version of “murdering death”). It’s all weird—and it’s all on brand.
Actionable Tip:
Lean into your quirks. Authenticity and humor build connection—especially with younger audiences. Take your values seriously, but don’t take yourself too seriously.
Design Like a Rockstar
Liquid Death’s can design is arguably its most valuable asset. It doesn’t look like water—it looks like something you’d find at a heavy metal concert or tattoo parlor. That design makes it a conversation starter, not just a drink.
Actionable Tip:
Invest in premium design. Even “everyday” products can feel premium or cool with the right visual identity. Design is not decoration—it’s strategy.
Final Thoughts: You Don’t Need a Skull to Stand Out
Liquid Death proves that no industry is too boring to disrupt—if you dare to break the mold. Whether you’re selling software, insurance, or widgets, there’s room to inject personality, challenge conventions, and build a brand people choose to engage with.
So go ahead: murder your marketing plan (figuratively), and rebuild it with boldness, clarity, and creativity.
Need help turning your brand from mild to metal?
Let’s talk. Whether you’re rebranding, launching, or looking to inject some energy into your strategy, we can help you find your edge.
