Liquid Death sells water in cans and is worth 700,000,000 dollars
31.1.2024
Translation: machine translated
In a world in which status symbols and sustainability are equally important, a product is needed that can reflect both. Liquid Death is just that product.
Water is a vital resource and can rightly be regarded as the elixir of life. However, for many people this is not enough to be attractive enough. That's why many people turn to sugary soft drinks and energy drinks without restraint.
To counteract this unhealthy trend, many companies are marketing water as a lifestyle product. And water is attractive again.
Fiji Water, Evian, Voss, San Pellegrino and Liquid Death are just some of them. Today we are looking at Liquid Death. The name itself is ingenious: liquid death. Whereas water is better described as liquid life.
The idea behind Liquid Death
Inspired by festival-goers drinking water from old energy cans, American Mike Cessario had the idea of selling water in fancy cans. His vision was to make drinking water "cool".
Anyone who doesn't drink alcohol at parties and is therefore quickly considered a party pooper should not have to hide with the cans from Liquid Death. A really commendable idea.
From the first ad on YouTube to a $700,000,000 company
But before the idea failed, it needed to be tested. So Cessario created a YouTube ad that achieved over 3,000,000 views even before the market launch. Liquid Death was born.
He sells water under this name. In cans. Bottled in Austria. It sounds absurd and like a made-up story. But it's not. Instead, the company received a valuation of 700,000,000 dollars in a financing round in 2022.
In the meantime, they are well on their way to becoming a unicorn brand (1 billion dollar valuation). And all with water.
Liquid Death - bollocks or genius?
Talk of liquid death divides opinion, it's a stroke of marketing genius and shows the absolute relevance of this discipline for companies. On the other hand, it's just water.
But does that make it bad? The idea that drinking water should be cool is better than the idea that sugared drinks, such as iced tea or energy drinks, are cool. Or the consumption of alcohol.
Water is good for the body, it's a healthy drink and it has brand status. What's more, the CO2 footprint in the DACH region is very low. If you compare that with Fiji water, which has to be flown halfway around the world, it makes a huge difference.
Hey, and you don't need plastic:
Liquid death may even save lives
If you think about it further, it's quite possible that liquid death could save your life. Imagine you're in a club and don't want to drink. One or two people then become slightly aggressive and call you a spoilsport, a loser or something else. After all, you don't drink alcohol. That's fatal in some circles.
With Liquid Death, on the other hand, you can casually show off your can and show that you have a good reason not to drink alcohol right now. And finally, you won't be looked at stupidly in the club or when you go out if you drink water.
This reduces the risk of you getting involved in provocations, which can quickly turn into fights in such establishments.
Also suitable for children
In this advert, traditional canned drinks advertising is taken ad absurdum.
Buy now?
Be that as it may, the market decides. With a value of 700,000,000 dollars, that's a fact. Anyone who doesn't think much of it won't buy it.
However, it clearly shows that with the right Marketing, even the most boring product can become a brand. And this realisation alone is worth mentioning.
What do you think of Liquid Death?
Water but with flavour?
But still with less than one gram of sugar per decilitre.
Oliver Herren
Chief Innovation Officer
Oliver.Herren@digitecgalaxus.chCool: Creating interfaces between the real world and the world of pure information. Not cool: Driving by car to the mall to shop. My life happens online, the information age is where I feel at home.
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