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

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

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?

Mike Cessario, a West Coast agency creative, created Liquid Death last year as a side project. He and his partners first tried an Indie GoGo, but it didn’t take off. So instead, they decided to do a Facebook market test by posting

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in