What happens when you transform a commodity into an epic brand?

Divya Singh

15 May 2023

🎯 $700M in valuation
🎯 $100s of Millions in revenue
🎯 Millions of cult followers
🎯 Each marketing campaign becomes a case study

That’s the story of @Liquiddeath a packaged water company.

Usually, when you think of packaged water, you may imagine similar looking plastic/glass bottles with blue/pink packaging with mountains in the backdrop.

Enters Liquid Death. Water in a tall boy can with punk rock like imagery.

So how did they do it?

☠️ Edgy and Irreverent Brand Personality: they are @Sethgodin’s Purple cow. LD stand out from other bottled water brands. Uses humor and shock value to grab people’s attention. It comes in a CAN.

☠️ Consistently Creative: Not just big campaigns like Super bowl, if you check their website, instagram or their digital ads, you will not find a single content which is not edgy or funny. They even make sustainability & saving the ocean sound fun!

☠️ A purpose bigger than a water brand: in LD’s words “Our evil mission is to make people laugh and get more of them to drink more water more often, all while helping to kill plastic pollution.”

Building connections + Creating experiences + Being unapologetically edgy = Liquid Death

“Creativity is the last legal unfair competitive advantage we can take to run over the competition”, ~ Dave Trott.

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