How Liquid Loss of life Turned a Social Media Sensation with Edgy, Absurdist Advertising and marketing

Liquid Loss of life, the canned water model taking the beverage trade by storm, has captured consideration by means of brilliantly weird and entertaining social media advertising and marketing. The corporate’s founders understood one crucial fact – in a saturated market, merely launching a brand new product just isn’t sufficient to get seen. It’s a must to shatter conventions and create a cohesive model id that really stands out.

In a roundtable dialogue, I used to be joined by social media entrepreneurs Ryan, Jaden and Parker who dissected how Liquid Loss of life’s absurdist, anti-corporate persona allowed it to grasp the trendy social media panorama.

The total dialog is above. If you happen to’d favor to learn as an alternative of watch the video, beneath we’ve summarized the important thing takeaways:

Discovering the Differentiation Past the Product

On the floor, Liquid Loss of life sells… canned water. Not precisely a riveting product proposition. Nonetheless, the founders acknowledged cans alone wouldn’t be a sustainable aggressive benefit if opponents inevitably adopted go well with and deserted plastic bottles.

In order that they went all-in on branding, positioning Liquid Loss of life because the antithesis of generic, “natural feeling” water corporations that are likely to focus solely on purity and hydration. Liquid Loss of life’s edgy title, mockery of mainstream advertising and marketing, and heavy metallic aesthetic cultivated a definite anti-establishment vibe focused at youthful customers.

As Parker states, “They targeted on absurdity. Absurdity was what their product was…they stated, how will we apply that to the whole lot?” This unified thread of irreverent humor grew to become the important thing differentiator extending far past the product itself.

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