Liquid Death's decision to withdraw from the UK market has sparked discussions on its marketing strategy and cultural fit. The UK's pride in tap water, especially its high quality and chilled temperature, contrasts with the premium bottled water appeal. Behavioral science expert Phil Agnew suggests that selling expensive canned water to a market that is either loyal to tap water or price-sensitive bottled options posed a significant challenge. Additionally, the brand's strategy to leverage social media didn't align with UK consumers' shopping habits, leading to missed sales opportunities.
The idea that you're going to splash cash on something you can get for free out of your tap is quite hard for a lot of Brits to swallow.
Liquid Death was trying to get Brits to buy canned water, something they just don't do.
There's something slightly perverse in trying to sell it online when the sale point is actually in person.
Despite killer marketing that made the brand stand out, they faced significant obstacles in the UK market.
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