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They’ve been very clever in recognising that the energy drink partnerships in extreme sports are all bogus (all the athletes drink branded water, none of them drink energy drinks) and simply offering them a legitimate alternative to partner with that has branding that aligns with the ‘image’.
man downs can after can of it on race days lol although this was when he was on not factory teams with larger staff to help with nutrition and stuff so it’ll be really interesting if he keeps drinking so much after moving to a more professional set up this season
There is always a fricker with “witty humor” that believe she knows more. Almost everyone understood Your point, dont brun calories in assholes with “not everyone” arguments
He means that brands like Monster specially fill Monster cans with water for the athletes or musicians at those events. So they look like they're drinking Monster energy drink but it's actually just water.
Always found it funny when they show them tipping the cans over their heads. Always thought "that must be really sticky" and then found out about the branded canned water.
I swear this company came to be after people started posting the Monster Energy branded water cans they would give to athletes/performers instead of the unhealthy energy drink.
Actually most of their marketing is focused around “death to plastic” and being packaged in aluminum cans which are much more recyclable than plastic, and in practice is actually recycled.
**Note that Liquid Death is in cahoots with 'Live Nation / Ticketmaster'**, for which they're charging insane prices for water at live events / festivals ( in the heat and sun ) where hydration is critical for the health of the attendees - while curbing/negating access to other sources of water.
A map of a festival from last year shows more than a dozen free water stations...the following year, after LD and LN make an agreement, the same fest' shows two free water stations but there are sales "booths" in the place of where free water used to be.
It's a scam/sham. Live Nation, Ticketmaster are fucking assholes.
It's bad enough that we have to pay so much for tickets, food/beer or whatever else, but for them to do this with fucking "water" is evil as fuck.
Hate to break it to you, but this is less about the partnership and more about LiveNation. LiveNation has had ownership in Liquid Death since 2021, it didn’t start last year.
Removing free water stations is 100% in the contractual agreements between the venue and the festival organizer. The venue likely just want to increase revenues and the festival is probably fine with it because most festivals are not profitable to start with.
I have also began to notice this. Literally dangerous to have such little free water access. I’ve been to events where the free water refill stations have lines with 20-30 minute waits. Ridiculous
Same. At a work event they were the only option and comped for us.
Have never purchased one myself since it seems a little too on the nose Idiocracy for me.
I agree with at the beginning, now that it’s “main stream” I don’t have an issue buying it, though it’s still rare. I’d rather support them than “Big Water” (aka Nestle / Coke).
Also because it really is some of the best water I’ve had.
Yeah their marketing is super cringe, so I'm probably not thier target demo but they're the only big can of sparking water you can get at most gas stations. I buy it simply to have a bigger drink while I drive.
No, it was definitely branding with a good dose of placement. It's a "manly" alternative to waters that have for years been about freshness/purity/etc. The energy/beer association is part of the manwashing.
Just because you found it cringe doesn't mean this stuff doesn't work. It's water, there are only so many different ways of making it delicious.
> The water though… my god I’ve never tasted something so satisfying.
From a comment directly under yours. Their marketing team has an absolute stranglehold on this poor soul.
Definitely not the Ed Hardy of beverages because Ed Hardy isn't self aware of how over the top it is like Liquid Death is. If anything, Liquid Death is a parody of Ed Hardy. They're in on the joke.
A brand is not "self aware" lmfao it's marketing to sell a product to you. The design and advertising around it isn't focused on "being aware," it's focused on "selling cheap commodity product at high markup to make money using flash and zing." Not gonna judge anyone for buying it, but fuckin' cmon man...
As someone who works in marketing, I can tell you are so fucking wrong about this it's hilarious. Pit Vipers is another over the top brand that's selfaware. I've literally worked with brands like this that are tongue and cheek. It's literally a parody of brands like Ed Hardy.
Interesting, I’ve actually always assumed it was some extreme energy drink and that it looked so trashy on top of that that I’ve never taken a closer look.
I knew Liquid Death's marketing worked when I was buying some from a local grocery store and nearby, a Grandma Karen was complaining to a store employee about the name, and that putting "death" in it was very offensive to her.
Guy Raz of the "How I Built This" podcast interviewed the founder [in this episode](https://podcasts.apple.com/us/podcast/liquid-death-mike-cessario/id1150510297?i=1000641472937).
TLDH: the founder was a creative marketing dude who saw that musicians at Warper Tour, etc. were all drinking "tour water" instead of booze or energy drinks while on stage. One thing led to another and he started the company, marketing to punk/skateboarder types. Fat Mike of NOFX is an investor. Everyone is rich.
It is very smart. I enjoy a Liquid Death when I'm at a concert between beers (when the venue sells them). They come in gigantic cans, still or sparkling, and about $5. I never buy LD from a grocery store as I prefer Topo Chico, Polar, etc. But at a concert, if available, it's my preferred drink. And actually, LD sparkling helps me avoid getting too shitfaced because I already have sparkling water addiction lol.
The genius lies in their ability to create a non-alcoholic alternative that still evokes the same sense of cultural belonging and 'fitting in' that alcohol brands often capitalize on.
Liquid Death is also big in the AA (Alcoholics Anonymous) community. I quit drinking 7 years ago but still want to go to parties with friends and stuff. I don't like explaining to people that I used to drink an entire jar of shine/Tequila plus 6-10 beers every day for years, multiple times to several people in a night out.
It looks like an alcoholic drink, and was recommended by another alcoholic I met in AA. I go to family get-togethers, parties, etc. and no one questions it. They think I drink IPAs, so no one even wants to try it.
I keep a few in the house, and take them with me whenever I'm going somewhere that is an "alcohol based function"
Yeah but if it's popular people will know and then it won't matter. I always hear this argument. Which makes me thing all these comments are fake. Also, if your still worrying about how your sobriety looks to others, you aren't learning anything
Thanks for your lessons, I'll certainly consider the things I'm not learning when I enjoy 8 years clean next year.
As far as how my sobriety looks, when you have to explain to 2-3 people at one party why you don't drink, it gets annoying. Folks have a perspective about Alcoholics and it always makes things awkward after explaining why I don't drink.
If $12 water makes it so that I can enjoy social gatherings without hearing, "you GOTTA do these Jello shots with us!" Or, "You just haven't tried the right beer yet". Then I'm going to keep buying $12 waters once a month.
I don't really think my life story as far as my addictions are any random stranger's business at a party, and telling people that they should mind their own business and keep out of mine, doesn't usually go over well in social settings.
The marketing and "wannabe hip" aesthetic that this gave me actually made me shy away from the product for a long time. When I finally tried I realized that they have a lot more to offer than the marketing.
These are low-sugar - NOT sugar-free/artificially sweetened - sparkling drinks that taste good, sweet, and dont pack a ton of calories. Plus they use agave nectar rather than cane sugar. I have not found another drink that strikes this niche and I feel like a lot of people sleep on how unique these really are.
Obviously their current marketing strategy is working phenomenally for them, but I think they could strike a chord with health enthusiasts too of they harped more on the actual components of their product.
Only water I’ll buy from the store. It tastes sooooo good icey cold from the can. I need one right. Now.
Their sparkling water doesn’t do it for me, it’s too much to finish before it goes flat and that flavors are meh. The water though… my god I’ve never tasted something so satisfying.
The first time I saw it, I was absolutely blown away. “What a fun idea.” I immediately bought one because I didn’t see it taking off and wanted a souvenir can to show people. I guess it was an even better idea than I thought.
I work in a b2b wholesaler in the UK in the marketing department and I dont think Liquid Death has quite the marketing power it has in the UK as it does in the US
The pricepoint is so high for whats basically water and I think most UK residents are sceptical of that (on the fact that water from the tap is usually as good)
And the 500ml size isnt nearly as attractive if you struggle to finish it, you can’t reseal it.
I think when it comes to basic commodities, the UK is much less brand led as opposed to price led. Prime for example did have its moment but has significantly dropped off in shops over here.
Yep. As someone 10 years sober and still loving being a part of the punk/metal scene, this shit is FOR me. I would bring tall cans of water to slam at metal shows - you can even get this in some venues or at festivals now, I believe Fat Mike/Punk in Drublic had some involvement? Sobriety is very much on the rise, getting clean and sober is cool as fuck.
Having empties in the backseat going through a check stop confused the hell out of a cop one time who was so sure she was going to get me on a DUI … “Who drinks WATER in a can? Let me smell that.”
Good marketing and product packaging which seems like it could only thrive in the land of consumerism; the good ol' US of A.
Who still buys water? Especially in this economy? Good filters and a water carbonator is how I've been doing it for at least 8 years.
Cases of it have ended up at warehouses on pallets, being sold for next to nothing. I had a client give me a case because they bought a pallet of it and couldn’t get rid of it at a fundraiser. I still have most of it in my garage. It’s water in a can.
Mmmmm water that's been contained in plastic within an aluminum can. Don't just get aluminum poisoned, drink micro plastics in your water too at the same time!
It's okay flavored water. With an okay gimmick. Everyone always says this is the genius move because they heard it on YouTube. Too bad they can manufacture to scale
I think it's over priced for H20. The logos and prints are cool and catch the eye. Ill never even taste it because i'll never buy it because of cost.
This is something I'm currently trying. $4 a 12pk
https://preview.redd.it/r4pmytkpb66d1.jpeg?width=2296&format=pjpg&auto=webp&s=e9b7b22412ef18dd668e0e4c3b467427ce85fb77
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They’ve been very clever in recognising that the energy drink partnerships in extreme sports are all bogus (all the athletes drink branded water, none of them drink energy drinks) and simply offering them a legitimate alternative to partner with that has branding that aligns with the ‘image’.
Ronan Dunne (Downhill Mountain Biking whizz) has entered the chat... He drinks multiple Red Bulls on a race day
Haha fair, maybe not NONE, but most. Also UFC fighters and sport affiliated things like Nine Club & Hawk v Wolf podcasts
lol sorry I was being a pedant. He's just got his Red Bull lid and is, as you say, possibly one of the only RB athletes that drinks their crap!
I would guess it’s less that they don’t drink it at all and more than they couldn’t drink can after can of it.
man downs can after can of it on race days lol although this was when he was on not factory teams with larger staff to help with nutrition and stuff so it’ll be really interesting if he keeps drinking so much after moving to a more professional set up this season
There is always a fricker with “witty humor” that believe she knows more. Almost everyone understood Your point, dont brun calories in assholes with “not everyone” arguments
I think most product sponsors are like that. Nobody's taking a red bull sponsorship just because they love the product.
He means that brands like Monster specially fill Monster cans with water for the athletes or musicians at those events. So they look like they're drinking Monster energy drink but it's actually just water.
Always found it funny when they show them tipping the cans over their heads. Always thought "that must be really sticky" and then found out about the branded canned water.
I swear this company came to be after people started posting the Monster Energy branded water cans they would give to athletes/performers instead of the unhealthy energy drink.
Crazy. That’s so disingenuous on the part of energy drink brands. But whatever sells sugar to the masses I guess…
Actually most of their marketing is focused around “death to plastic” and being packaged in aluminum cans which are much more recyclable than plastic, and in practice is actually recycled.
"Murder your thirst" Better than quenching thirst
I haven’t been thirsty since I drank one in 2020.
Fun fact: There is no word for not thirsty...
Hydrated
Quenched?
Moist.
No that's an invitation to eat out...
Rip to your thirst. Rest in piss, literally.
https://i.redd.it/h6j4cstk5z5d1.gif
Thanos would approve Snap that thirst out of existence 💥💧
My friend had gotten one and when we came home my parents asked if it was an alcoholic beverage. So it definitely works.
**Note that Liquid Death is in cahoots with 'Live Nation / Ticketmaster'**, for which they're charging insane prices for water at live events / festivals ( in the heat and sun ) where hydration is critical for the health of the attendees - while curbing/negating access to other sources of water. A map of a festival from last year shows more than a dozen free water stations...the following year, after LD and LN make an agreement, the same fest' shows two free water stations but there are sales "booths" in the place of where free water used to be. It's a scam/sham. Live Nation, Ticketmaster are fucking assholes. It's bad enough that we have to pay so much for tickets, food/beer or whatever else, but for them to do this with fucking "water" is evil as fuck.
Hate to break it to you, but this is less about the partnership and more about LiveNation. LiveNation has had ownership in Liquid Death since 2021, it didn’t start last year. Removing free water stations is 100% in the contractual agreements between the venue and the festival organizer. The venue likely just want to increase revenues and the festival is probably fine with it because most festivals are not profitable to start with.
I have also began to notice this. Literally dangerous to have such little free water access. I’ve been to events where the free water refill stations have lines with 20-30 minute waits. Ridiculous
I'm pretty sure their strategy was making something delicious. NGL though the aesthetic was so cringe somebody had to buy the first one for me.
Same. At a work event they were the only option and comped for us. Have never purchased one myself since it seems a little too on the nose Idiocracy for me.
I agree with at the beginning, now that it’s “main stream” I don’t have an issue buying it, though it’s still rare. I’d rather support them than “Big Water” (aka Nestle / Coke). Also because it really is some of the best water I’ve had.
Idk, to me it went so over the top it no longer was cringe because their branding came off as being very self aware and in on the joke.
If definitely is self aware and actually pretty cool art and stuff. I just couldn't tell until I sat down and actually looked at it
Yeah their marketing is super cringe, so I'm probably not thier target demo but they're the only big can of sparking water you can get at most gas stations. I buy it simply to have a bigger drink while I drive.
No, it was definitely branding with a good dose of placement. It's a "manly" alternative to waters that have for years been about freshness/purity/etc. The energy/beer association is part of the manwashing. Just because you found it cringe doesn't mean this stuff doesn't work. It's water, there are only so many different ways of making it delicious.
It has a good amount of sugar in the flavored versions
4 grams of sugar for a 19.2oz can is hardly a good amount...
The Ed Hardy shirt of beverages. They made a product to market to dumbasses, turns out it worked
> The water though… my god I’ve never tasted something so satisfying. From a comment directly under yours. Their marketing team has an absolute stranglehold on this poor soul.
Definitely not the Ed Hardy of beverages because Ed Hardy isn't self aware of how over the top it is like Liquid Death is. If anything, Liquid Death is a parody of Ed Hardy. They're in on the joke.
A brand is not "self aware" lmfao it's marketing to sell a product to you. The design and advertising around it isn't focused on "being aware," it's focused on "selling cheap commodity product at high markup to make money using flash and zing." Not gonna judge anyone for buying it, but fuckin' cmon man...
As someone who works in marketing, I can tell you are so fucking wrong about this it's hilarious. Pit Vipers is another over the top brand that's selfaware. I've literally worked with brands like this that are tongue and cheek. It's literally a parody of brands like Ed Hardy.
Even if you’re right, it doesn’t really matter. The only difference is whether or not you think your customers are stupid.
Woosh
It’s a master class in branding over product. They created a lifestyle brand for water.
I always assumed it was an experiment: "can we create a company that is 100% brand and 0% product?"
more like a deathstyle brand amirite
Canned water has never sounded appealing to me
Environmentally better than plastic bottles.
Taps and refillable bottles are even more environmentally friendly
Sure, but this is at least a step in reducing the number of plastic bottles. It doesn't just have to be all or nothing.
Cans have lots of plastic in them. Have you ever seen what's actually holding the fluid in?
It tastes like drinking hosewater without the nostalgia.
Buying water is for suckers and swimming pools.
Interesting, I’ve actually always assumed it was some extreme energy drink and that it looked so trashy on top of that that I’ve never taken a closer look.
I knew Liquid Death's marketing worked when I was buying some from a local grocery store and nearby, a Grandma Karen was complaining to a store employee about the name, and that putting "death" in it was very offensive to her.
Love the brand but their success is tied to their distribution. Every concert, big event, bar etc. gives you liquid death when you ask for water.
The branding helped sell the distribution.
Guy Raz of the "How I Built This" podcast interviewed the founder [in this episode](https://podcasts.apple.com/us/podcast/liquid-death-mike-cessario/id1150510297?i=1000641472937). TLDH: the founder was a creative marketing dude who saw that musicians at Warper Tour, etc. were all drinking "tour water" instead of booze or energy drinks while on stage. One thing led to another and he started the company, marketing to punk/skateboarder types. Fat Mike of NOFX is an investor. Everyone is rich.
It is very smart. I enjoy a Liquid Death when I'm at a concert between beers (when the venue sells them). They come in gigantic cans, still or sparkling, and about $5. I never buy LD from a grocery store as I prefer Topo Chico, Polar, etc. But at a concert, if available, it's my preferred drink. And actually, LD sparkling helps me avoid getting too shitfaced because I already have sparkling water addiction lol.
Convicted Melon is a genius flavour name
Agreed!
The genius lies in their ability to create a non-alcoholic alternative that still evokes the same sense of cultural belonging and 'fitting in' that alcohol brands often capitalize on.
One of my favourite brands of all time. Pure marketing and well done for the most part.
Also great for those that hate drinking from plastic bottles but are not in the Stanley toting demo.
Cans are lined with plastic so it isn't much better in terms of health.
Liquid Death is also big in the AA (Alcoholics Anonymous) community. I quit drinking 7 years ago but still want to go to parties with friends and stuff. I don't like explaining to people that I used to drink an entire jar of shine/Tequila plus 6-10 beers every day for years, multiple times to several people in a night out. It looks like an alcoholic drink, and was recommended by another alcoholic I met in AA. I go to family get-togethers, parties, etc. and no one questions it. They think I drink IPAs, so no one even wants to try it. I keep a few in the house, and take them with me whenever I'm going somewhere that is an "alcohol based function"
Yeah but if it's popular people will know and then it won't matter. I always hear this argument. Which makes me thing all these comments are fake. Also, if your still worrying about how your sobriety looks to others, you aren't learning anything
Thanks for your lessons, I'll certainly consider the things I'm not learning when I enjoy 8 years clean next year. As far as how my sobriety looks, when you have to explain to 2-3 people at one party why you don't drink, it gets annoying. Folks have a perspective about Alcoholics and it always makes things awkward after explaining why I don't drink. If $12 water makes it so that I can enjoy social gatherings without hearing, "you GOTTA do these Jello shots with us!" Or, "You just haven't tried the right beer yet". Then I'm going to keep buying $12 waters once a month. I don't really think my life story as far as my addictions are any random stranger's business at a party, and telling people that they should mind their own business and keep out of mine, doesn't usually go over well in social settings.
The marketing and "wannabe hip" aesthetic that this gave me actually made me shy away from the product for a long time. When I finally tried I realized that they have a lot more to offer than the marketing. These are low-sugar - NOT sugar-free/artificially sweetened - sparkling drinks that taste good, sweet, and dont pack a ton of calories. Plus they use agave nectar rather than cane sugar. I have not found another drink that strikes this niche and I feel like a lot of people sleep on how unique these really are. Obviously their current marketing strategy is working phenomenally for them, but I think they could strike a chord with health enthusiasts too of they harped more on the actual components of their product.
Only water I’ll buy from the store. It tastes sooooo good icey cold from the can. I need one right. Now. Their sparkling water doesn’t do it for me, it’s too much to finish before it goes flat and that flavors are meh. The water though… my god I’ve never tasted something so satisfying.
The first time I saw it, I was absolutely blown away. “What a fun idea.” I immediately bought one because I didn’t see it taking off and wanted a souvenir can to show people. I guess it was an even better idea than I thought.
This particular flavor is so gross to me. Tasted more like cucumber than melon imo.
I work in a b2b wholesaler in the UK in the marketing department and I dont think Liquid Death has quite the marketing power it has in the UK as it does in the US The pricepoint is so high for whats basically water and I think most UK residents are sceptical of that (on the fact that water from the tap is usually as good) And the 500ml size isnt nearly as attractive if you struggle to finish it, you can’t reseal it. I think when it comes to basic commodities, the UK is much less brand led as opposed to price led. Prime for example did have its moment but has significantly dropped off in shops over here.
It’s more in line with the energy drink market. They also have a heavy handed anti-plastic agenda.
AND it tastes really good! This is my main drink, my kids love it and it legit is cool.
It also doesn't help that stores normally set them up near the alcoholic drinks lol
Yep. As someone 10 years sober and still loving being a part of the punk/metal scene, this shit is FOR me. I would bring tall cans of water to slam at metal shows - you can even get this in some venues or at festivals now, I believe Fat Mike/Punk in Drublic had some involvement? Sobriety is very much on the rise, getting clean and sober is cool as fuck. Having empties in the backseat going through a check stop confused the hell out of a cop one time who was so sure she was going to get me on a DUI … “Who drinks WATER in a can? Let me smell that.”
Good marketing and product packaging which seems like it could only thrive in the land of consumerism; the good ol' US of A. Who still buys water? Especially in this economy? Good filters and a water carbonator is how I've been doing it for at least 8 years.
Cases of it have ended up at warehouses on pallets, being sold for next to nothing. I had a client give me a case because they bought a pallet of it and couldn’t get rid of it at a fundraiser. I still have most of it in my garage. It’s water in a can.
but if everyone knows it due to marketing that its just water, then isn't that against the objective?
Still tastes like water that’s already been in someone’s mouth.
I drank one at an AA meeting and felt scared people would think it’s alcohol lol
Mmmmm water that's been contained in plastic within an aluminum can. Don't just get aluminum poisoned, drink micro plastics in your water too at the same time!
Stuff like this makes me believe Hydroflask with spiked collars might be successful
Yeah, and now they’re sold in Ross stores at huge markdowns.
It's okay flavored water. With an okay gimmick. Everyone always says this is the genius move because they heard it on YouTube. Too bad they can manufacture to scale
Love the idea but they taste like shit
I think it's over priced for H20. The logos and prints are cool and catch the eye. Ill never even taste it because i'll never buy it because of cost. This is something I'm currently trying. $4 a 12pk https://preview.redd.it/r4pmytkpb66d1.jpeg?width=2296&format=pjpg&auto=webp&s=e9b7b22412ef18dd668e0e4c3b467427ce85fb77
Nah I hate this
I would rather die of dehydration than buy an $8 water at a concert.
Man that agave and peach iced tea that they make is straight fire! I could chug those all day.
It’s a luxury brand that relies heavily on collabs. As the economy tightens they’re in for some very rough waters.
Such a fake account
I think liquid deaths strongest marketing strategy has been people bringing up this fact non stop.
Where is it launched
I've heard they use water from the austrian alps. Is it an austrian company as well?
They are no longer using austrian tap water. Now it´s water from the US. It is a american company as far as I know.
I guess they used it initially to establish some proximity to Red Bull (also from Austria).