Can a Water Called Liquid Death Beat the Energy Drinks at Their Own Game?

Applying the language of unhealthy brands to something good for you

Liquid Death

It’s jarring to see a water brand called Liquid Death. But what if it’s actually just right for the times—appealing to young people in the brand language they tend to like, but promoting a healthier product, which they also increasingly value?

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@nudd Tim Nudd is a former creative editor of Adweek.