Liquid Death sells water in a can.
They market it like an energy drink. Heavy metal branding. Aggressive taglines.
"Murder Your Thirst."
It's absurd. It's controversial. And it works.
Here is a look at their latest campaign [It doesn’t disappoint]. Another way to drink your way through college.
The 59-sec takeaway:
Boring products need bold branding.
Water is the most boring product in the world. But Liquid Death made it interesting by doing the opposite of every other water brand.
While others say "pure" and "clean," they say "murder your thirst."
Controversy = memorability.
How I'd use this:
You don't need to be aggressive. But you need to be different.
What does everyone in your industry say? See if you can say the opposite.
Everyone says "fast service" → You say "we're slow because we care"
Everyone says "easy" → You say "this requires effort, and that's the point"
I could've called my newsletter "Marketing Insights Weekly."
Instead I said: "Be a smarter marketer in under 59 seconds. No screenshots."
Different = memorable.
Peace,
Pavan
P.S. What's a brand that does the opposite of everyone else in their space? Tell me.
Being different doesn't require a visual. Just courage.