Blog

Liquid Death

By David Kidd, BPR

In the crowded world of beverage brands, Liquid Death—a canned water company—emerged with a distinct approach that defied the norms of marketing bottled water. Their unconventional branding has led to massive success, inspiring companies in various industries to rethink their marketing strategies. By blending shock value, humour and an unapologetic punk ethos, Liquid Death has carved out a unique identity that speaks directly to younger, socially conscious consumers. This success offers valuable lessons particularly for radio stations targeting under 30’s.

Liquid Death: A Branding Masterclass

Founded in 2019, Liquid Death’s rise to prominence was swift and significant. The company’s product is simple: water in a tallboy can. But it’s the branding and marketing that transformed Liquid Death into a cultural sensation. Here are the key elements that have driven its success:

1. Radical Differentiation: Liquid Death isn’t just about water; it’s about rebellion. The brand’s tagline, “Murder Your Thirst,” positions it as something more than a refreshing drink. By marketing water in a way that feels aggressive, metal and anti-establishment, they instantly separated themselves from the polished, wellness-driven brands that dominate the market. This punk-rock approach resonated with younger, eco-conscious consumers, making the brand feel both rebellious and responsible.

2. Community Engagement: Liquid Death didn’t just market to their audience—they invited them into the brand’s narrative. Through viral content, humour-laden social media posts and collaborations with musicians, artists and celebrities, they created a community around their brand. Customers don’t just buy Liquid Death; they become part of a movement, proudly sporting merchandise and sharing memes that reinforce the brand’s rebellious identity.

3. Sustainability Messaging: Another core aspect of Liquid Death’s brand is its commitment to sustainability. The use of recyclable aluminium cans instead of plastic bottles aligns the company with environmental consciousness, which is critical to its millennial and Gen Z audience. This added a layer of substance to the style, helping them build credibility and loyalty.

What Radio Can Learn From Liquid Death’s Success

Radio stations, like many traditional media outlets, face challenges in attracting and retaining younger audiences. With the rise of streaming platforms and podcasts, radio can be perceived as outdated, especially to the digital-native generation. However, by adopting some of Liquid Death’s brand and marketing strategies, radio stations could reinvent their image and reclaim a cultural foothold with this demographic.

1. Radical Rebranding: Go Bold, Not Bland

Much like how Liquid Death challenged the status quo of bottled water with an audacious approach, radio stations should reconsider their branding. Too often, stations stick to safe, conventional identities that fail to stand out in a saturated media landscape. By creating a bold, even subversive identity, a station could capture the attention of younger listeners who crave authenticity and edge.

The concept is to transform the station from being “just another radio channel” to a must-listen cultural touchstone.

2. Engage the Audience with Humour and Relatability

Liquid Death’s humour-driven approach to marketing can be translated into radio station programming and social media interaction. By injecting humour, wit and sometimes even controversy into station imaging and shows, a radio station can appeal to this meme-driven, social media-savvy demographic.

The goal is to create a sense of fun and unpredictability, which keeps listeners engaged and coming back for more.

3. Create a Tribe, Not Just Listeners

One of Liquid Death’s key achievements is building a community around their product. Radio stations can take a cue from this by turning their audience into a tribe, a group of passionate partisans. The focus should be on making listeners feel like they’re part of a larger movement rather than passive consumers.

The station becomes more than just a place to listen to music—it becomes a lifestyle.

4. Leverage Values and Causes

Like Liquid Death’s focus on sustainability, radio stations can also align themselves with causes that matter to their audience. Whether it’s supporting local artists, environmental issues, or mental health advocacy, the station could integrate values into their content and messaging. By making the station a platform for positive change, it will resonate with younger audiences who are more likely to support brands that reflect their values.

This cause-driven content would set the station apart and give it a sense of purpose that goes beyond entertainment.

5. Merchandising and Brand Identity

Liquid Death expanded beyond beverages with an impressive line of merchandise—everything from shirts and hats to skateboards.

The key is to build a brand that the target demographic wants to be associated with. Merch and events can create physical touchpoints that deepen listener loyalty.

In Conclusion

Liquid Death’s success is a testament to the power of audacious branding, community building, and authenticity. Radio stations, facing the challenge of capturing younger, more digitally-savvy audiences, can learn from this approach. By embracing bold rebranding, engaging listeners through humour and relatability, creating a community, aligning with meaningful causes and developing merchandise that younger demographics want to be aligned with, radio stations could revitalize their relevance in a rapidly changing media landscape.

Remember, Liquid Death is simply “water in a can” but earlier this year the company was valued at US $1.4 billion. Not bad for “water in a can”.

From a radio perspective, the secret is to uncover what connects with this demographic and what doesn’t. What they see as real and what they perceive as fake. What will bond them into a tribe. That comes with properly designed market research.

Liquid Death didn’t just sell water; it sold an identity. Radio stations trying to target younger demographics that follow the Liquid Death game plan have the opportunity to create an immersive experience that listeners actively choose to be part of….rather than just another radio station.

Here’s a link to one of their TVC’s.

https://www.youtube.com/watch?v=rs5T97hZpSY