The Success and Struggles of Liquid Death’s Social Media
Written By: Dominic Graci
Liquid Death Takes a Different Avenue
During the creation of Liquid Death, they wanted to market water in a different way than the rest. If you take a stroll to Liquid Death’s website, on their about page they state, “We’re just a funny beverage company who hates corporate marketing as much as you do. Our evil mission is to make people laugh and get more of them to drink more healthy beverages more often, all while helping to kill plastic pollution.” From the beginning, they wanted to make water cool to drink. The name Liquid Death completely contrasts what you would normally think when water comes to your brain. Their social media also follows this abstract view on what water could be
In the same way Liquid Death has taken a different route on their thinking, they want you to feel the same with drinking.
Their Instagram contains many advertisements that you would almost think belong in movies. They project a fun and wild side of such a basic drink of water and tea. From people shaving their heads to Amish singing “F**k Satan”, Liquid Death tries its best to set themselves apart from other water brands. The main goal of making water cool, is done by the surrounding aesthetic of the brand. I relate it to an almost MTV type of approach. They connect with younger generations by using various celebrities and obscure videos to portray the idea that drinking water isn’t as basic as the taste.
TikTok
Their TikTok matches their Instagram pretty much exactly. You see much more collaborations with well known celebrities such as Stevo, Martha Stewart, and Tom Segura.
In this video, they use Tom to promote their mission of making the world greener. As they did throughout their Instagram, they promote their message in ways that many people don’t take very serious. And it’s not that their message isn’t worth listening to, but in today's age of media, entertaining people is everything. One thing that Liquid Death has proven to be very good at is catching their audience through laughter. Someone like myself associates laughter with trust. Companies that push their message using serious scenarios almost seem like they don’t take as much about the consumer. Liquid Death knows their audience, and they are people who generally want to have a good time. Assuming that this is true, relating their message through laughter is a very effective way to hear them out. Not only that, but it also makes their message much more memorable.
Is This A Lasting Method?
Connecting with your audience is key in today’s media. Creating a relationship is bigger than selling your product. This is where Liquid Death thrives. The content they create relates to the young audience that they try to target. This on top of using beloved celebrities and entertainers is a very effective method. Their only problem is being able to continue with these ideas. If, for any reason, their creativity dies down, so will people's interest. They predicate on the innovative ideas and content that tip-toes the line. This is how people like me found this brand, and why I am interested. As long as they can continue to produce this type of content, they will be here to stay.
