Forget the soft launch—Liquid Death came crashing into the packaged water industry in 2019 with a debut video that made one thing clear: this brand was here to break the rules, not follow them. In a world where many brands play it safe, Liquid Death decided to rebel, shaking up the game with their sharp, edgy and in-your-face attitude. They've flipped conventional marketing on its head, proving that even something as simple as water can exude personality and confidence. Liquid Death has managed to stand out in an overcrowded bottled water market, quickly earning a cult following—including myself—that’s here for all the chaos and eager for every campaign they drop.
In the fiercely competitive beverage industry, where major players dominate the shelves, standing out could seem like an impossible feat. Liquid Death made a dramatic entrance by truly prioritizing brand attitude over product instead of blending in with the standard bottled water crowd. Their bold approach turned heads, proving that it’s not just about what you’re selling but how you’re selling it. In a market packed with the same-old, Liquid Death transformed a simple product into a statement that resonates far beyond the water aisle.
So, what is their approach? And why is it working?
Liquid Death's secret weapon is their expert blend of shock, humor and entertainment. They craft controversial campaigns and partnerships that grab attention and blur the lines between absurdity and marketing genius. How far is too far? That’s for you to decide as you dive into their world of boundary-pushing content. Ready to see these wild campaigns in action? Keep reading as we break down some of their most memorable moments and you can judge their rebellious brilliance for yourself.
One of Liquid Death’s most attention-grabbing partnerships was with e.l.f. Cosmetics, an unexpected crossover that perfectly captured the brand’s irreverent humor. Pairing a makeup line with canned water seems odd enough, but Liquid Death leaned into the absurdity, making it a standout campaign. The collaboration wasn’t timed for Halloween, but with the tagline “look drop-dead gorgeous” splashed across e.l.f.’s website, it embraced a playful, dark tone. The campaign is a perfect example of Liquid Death’s knack for grabbing attention through outrageous pairings, and it left people talking about how far they’d push the limits.
Liquid Death took their dark humor to the next level with their Yeti Casket Cooler partnership, where they created a one-of-a-kind casket that doubles as a cooler. Blending a humorous but slightly morbid twist with their product's branding, they auctioned off this life-sized casket cooler. The cooler can hold 378 cans of Liquid Death—keeping them "cold for an eternity," as they cheekily promised on their site. The auction had 810 bids, starting at $15,000 and ended with an absurd $68,200. They even threw in free white-glove delivery for the lucky winner—because why not send your ice-cold drinks off in style?
Auctions and death-themed makeup not enough for you? Well, Liquid Death is also speeding into the NASCAR scene, offering fans the chance to become official “Liquid Death Pro Drivers.” They’re on the hunt for three lucky fans, ready to give out $30K to anyone willing to wrap their own car in Liquid Death NASCAR graphics. To qualify, all you have to do is stand in front of your car, chug a Liquid Death iced tea in under 18 seconds, and post it on Instagram or TikTok using #LiquidDeathProDriver. Shotgunning counts too—because they “welcome all skills,” as long as there’s speed and style.
Cue the haters—because it wouldn’t be fun without them
Although Liquid Death has a massive following, they’re definitely not everyone’s cup of tea—or can of water. But instead of shying away from the hate, they’ve fully embraced it. The Liquid Death team, with their many talents, created “Liquid Death’s Greatest Hates,” a three-volume collection of “delightful, spiteful tracks” with lyrics written entirely by real internet haters. Featuring gems like “Get Slaughtered on Shark Tank,” “Fire Your Marketing Guy,” and my personal favorite, “Worst Name For A Water Company” (seriously, it’s a bop), they’ve turned online criticism into music gold.
Rather than hiding from the negativity, Liquid Death has made it their own, branding their hate and proving they can take just about anything and run with it—adaptive marketing at its finest. By expanding their identity through Spotify playlists, they’ve shown once again that there are no rules to their game. Get ready to vibe to the hate and check out the playlist here!
After turning the hate into catchy tunes, Liquid Death decided to *shock* their doubters in the most literal way possible. In their Blind Taze Test video, they didn’t just confront the critics, they gave them 50,000 volts of truth. They found two real internet haters who swore Liquid Death was the worst water on the planet, and what better way to settle the debate than a blind taste test. The Twist - While these bold reviewers sipped on different brands of water, they were hooked up to a taser. If they picked any other brand as the worst, they’d get shocked. Spoiler Alert - Both reviewers got zapped, leaving little to question about the quality of their product.
Defining a New Path
Liquid Death’s rise may have been abrupt, but it’s no accident. Love them or hate them, their masterful blend of outrageous humor, shock value, and unapologetic branding has elevated them from a wild concept to an established name. They’ve built a loyal following, showing that in today’s crowded marketplace, standing out is as important as the product itself. Want more absurdity? Liquid Death has you covered. Enter the "Timewaster 5000," a dedicated section on their website where you can “watch every dumb thing we’ve ever made”, I promise this will deliver a laugh.
Their approach raises a big question: is this the future of marketing? As more brands compete for attention, could we see others following in Liquid Death’s irreverent footsteps? And would it even work, or would the formula lose its edge through overuse? After all, major brands have already teamed up with Liquid Death, proving that something in their approach is compelling enough to attract major players. One thing is certain—Liquid Death’s tactics have reshaped what it means to connect with audiences, and brands who take note could find themselves next in line for a breakout moment.
Keep an eye on Liquid Death and the brands that dare to follow their lead. In a world full of noise, those bold enough to be unique might just be the ones to watch. As the marketing landscape continues to shift, VI Marketing and Branding is ready to help you stay ahead with strategies that stand out and drive change. Ready to disrupt the industry? Contact us and let's get started.
