The Genius Way Liquid Death Sells Canned Water: Hacking Attention and Building a Human Brand

The Genius Way Liquid Death Sells Canned Water: Hacking Attention and Building a Human Brand

In the world of marketing, standing out from the crowd and capturing attention is essential for success. This is especially true in industries where products may seem mundane or unexciting. One company that has mastered the art of capturing attention and building a unique brand is Liquid Death, a canned water company that has taken the market by storm.

The idea for Liquid Death came to founder Mike at the 2008 Warped Tour. He noticed that energy drink companies heavily sponsored rock bands and tours, but the bands themselves preferred to drink water while performing. However, they had to pour their water into energy drink cans to fit in with the branding. This sparked a thought in Mike's mind - why not create water that bands would actually want to be seen drinking?

With this idea in mind, Liquid Death set out to disrupt the beverage industry. Their marketing strategy is simple yet effective - give a boring product awesome branding. Instead of focusing on listing the features of their water, Liquid Death aims to create a "human brand" that people can relate to and laugh with. By tapping into the rebellious spirit of punk rock culture, they have successfully differentiated themselves from other water brands.

But before launching the company, Mike knew he had to prove the concept. He shot a commercial for just $1.5k and spent $3k on paid Facebook ads. Within a mere three months, Liquid Death had more Facebook followers than Aquafina, a well-established water brand. The commercial itself garnered a staggering 3 million views. This initial success allowed Mike to raise a small round of funding from friends and family, which enabled him to place his first order worth $250k.

Despite launching in March 2020, just as the pandemic hit, Liquid Death has become the fastest-growing water brand in Whole Foods. Their ability to capture attention and build a loyal following has propelled them to success even in challenging times.

One of the key takeaways from Liquid Death's success is the importance of hacking attention. They sold 700 vinyl records by turning social media hate comments into songs. This unconventional approach cost them $12k but generated a significant amount of free press and attracted more eyeballs to their brand. This demonstrates the power of thinking outside the box and using creativity to drive engagement.

Another important lesson we can learn from Liquid Death is the value of hard work and dedication. Even though the startup launched during challenging circumstances, the team worked tirelessly to establish their brand and gain traction. Success in a startup ultimately depends on how smart and energetic the team is, rather than their age or business experience. The founders of Liquid Death, like many successful startups, worked ridiculously hard and were motivated by their desire to win, not just for the sake of making money.

The experience of Liquid Death aligns with a study on SFP startups, which found that motivated individuals who are given the opportunity to do real work exhibit exceptional dedication. They take responsibility for their actions and consistently follow through on their promises. This level of commitment and reliability sets them apart from their competitors.

Speaking of competitors, Liquid Death's journey teaches us that they are rarely as dangerous as they seem. Many competitors will self-destruct before you even have a chance to take them down. In the marathon of business, it doesn't matter how many runners are behind you; all that matters is crossing the finish line first. By focusing on their own unique value proposition and staying true to their brand, Liquid Death has been able to thrive amidst competition.

In conclusion, Liquid Death's success story offers valuable insights and actionable advice for aspiring entrepreneurs. To make a lasting impact, it's crucial to think creatively, hack attention, and build a human brand that resonates with your target audience. Additionally, remember that hard work, dedication, and a genuine passion for what you're creating will drive you towards success. So, go out there, disrupt the industry, and make something people love and use.

Actionable advice:

1. Think outside the box: Don't be afraid to take unconventional approaches to capture attention and generate engagement. Look for unique ways to promote your brand and connect with your audience.
2. Harness the power of creativity: Use creativity as a tool to stand out from the competition. Find innovative ways to showcase your product or service and create a memorable brand identity.
3. Stay true to your values: Focus on building a brand that aligns with your core values and resonates with your audience. Authenticity and genuine passion will attract loyal customers who believe in what you're doing.