"Liquid Death" has evolved from a term for dangerous substances to a brand generating over $1 billion in value by marketing canned water with an edgy, rebellious image.
The brand's Super Bowl ad captures the rebellious spirit associated with its name, displaying children with rock 'n' roll vibes enjoying water, juxtaposing the mundane with the radical.
Canned water has a history, previously associated with survival in extreme situations, but Liquid Death reinvents it to tap into cultural iconoclasm and consumer appeal.
The branding strategy of Liquid Death leverages irony and punk culture, making water seem less benign and more like a radical statement, resonating with modern consumers.
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