A canned water brand called Liquid Death started selling their canned water in 2019. Ironic “Heavy Metal” imagery reminiscent of Ed Hardy from the early 2000s permeates the brand. Liquid Death became one of the most popular beverage brands on TikTok by aggressively and excessively selling plain old water with the slogan “murder your thirst.” The company is well-known. The advertising is amusing. Young folks in particular really like it. Naturally, it’s receiving a tonne of attention.
It seems like almost everyone has occasionally drank bottled water. To stay hydrated while travelling, it’s handy to pick up a bottle at the grocery store or petrol station. And it seems that just as everyone was growing acclimated to drinking water out of a plastic bottle, an aluminium can—an alternative container—arrived on the scene. One company that sells water in cans has amassed a sizable fan base thanks to their social media following, striking can design that includes a skull, and a brand motto of “murder your thirst.”
Promote Water Like Monster Energy
Co-founder and CEO Mike Cessario is the company’s public face. He co-founded the business with J.R. Riggins, Pat Cook, a barman, and Will Carsola, an artist. He then had the idea to promote water as if it were Monster and sell it. Cessario was the ideal candidate for the position because she was a graphic designer and a former Netflix creative director.
This company, Liquid Death, wasn’t the first to distribute water in aluminium cans despite its enormous fame and social media following. Their brand’s uniqueness in comparison to other water companies may be a contributing factor to their success. The business supports sustainability as well.
The availability of it in social contexts can be another factor contributing to its appeal. Many events and pubs serve Liquid Death, and for individuals who are serving as designated drivers or who don’t drink alcohol at all, drinking water from an attractive aluminium can is more alluring than from a transparent plastic bottle. The business also sells flavoured waters, flat and sparkling water, iced tea, and other beverages with names that are in keeping with its ironic branding. These flavours include “berry it alive,” “convicted melon,” and “rest in peach.”
The company debuted a sparkling water type in 2020. Supplying Demand, Inc. is the company that makes it. Cessario prioritised interest in marketing, which he thought would result in natural shares on social media. Cessario founded the business with three additional partners, among them a barman and an artist. Before settling on Liquid Death, he and his business partners considered names like “Southern Thunder” for the organisation.
Liquid Death’s valuation is now $525 million.