LIQUID DEATH – A Case Study for Pharma Brand Managers on STP
Learn from David Taylor of ‘The BrandGym’
What have I learned?
1. A powerful Brand Name for Bottled Water – Liquid Death
2. Headline – Murder Your Thirst
3. Disruptive Positioning – Liquid Death brand saw the opportunity to disrupt the staid bottled water category with a healthy, environmentally conscious water brand sold in a can, not a plastic bottle.
4. Instead of trying to create a brand within the classic functional bottled water category (purity, source, ingredients), the brand manager segmented it into categories like beer.
5. Distinctive brand assets – logo, typeface, melting skull visual
6. “The only way the brand would have a chance at survival is the actual product itself has to be so insanely interesting, where so much of the marketing is baked into the product,” says Mike Cesario;
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Murdering a market with daring distinctiveness: Liquid Death