Liquid Death’s Unorthodox Marketing Strategy
Liquid Death, a brand known for its canned water and edgy marketing, has once again made headlines with its controversial advertisements. The brand, which thrives on shock value, recently recruited ‘The Deep’, a character from Amazon Prime Video’s satirical superhero series ‘The Boys’, for a new campaign. However, this collaboration quickly went awry, marking the brand’s second failed attempt to utilize the superhero’s persona.
The Deep’s Disastrous Classroom Demonstration
In the latest ad, ‘The Deep’, portrayed by Chace Crawford, attempted to highlight the health risks associated with sugary drinks. His approach, however, was far from conventional. The superhero forced children to drink cups of sugar and breathe in his second-hand cigarette smoke during a classroom demonstration. This outrageous stunt was intended to draw a stark comparison to the dangers of excessive sugar consumption.
Andy Pearson, Liquid Death’s vice-president of creative, explained the rationale behind the campaign: “The Deep’s team at Vought International recently convinced us to give him a second chance as a health and wellness ambassador for the brand. He had the idea to redeem himself by educating kids on the dangers of high-sugar sodas in a controlled classroom environment.”
A Tongue-in-Cheek Apology
The ad did not go unnoticed. The Deep’s actions, including smoking several cigarettes in front of the children, resulted in significant backlash. Liquid Death promptly issued a tongue-in-cheek public apology on LinkedIn, emphasizing that the company would never condone handing out tobacco products to minors. Pearson reiterated, “Effective immediately, we have now terminated our relationship with The Deep for good.”
The campaign, while outrageous, maintained Liquid Death’s brand identity, which thrives on pushing boundaries and creating buzz. The Deep’s character, a spoof of DC’s Aquaman, added a layer of dark humour and satire that aligns with the irreverent tone of both ‘The Boys’ series and Liquid Death’s marketing ethos.
Marketing Lessons and Future Strategies
Liquid Death’s strategy showcases the power and risk of unconventional marketing. The brand’s ability to generate discussion and controversy through such bold campaigns is a testament to its understanding of modern media consumption. However, the backlash also underscores the importance of balancing shock value with responsibility, particularly when targeting impressionable audiences.
The use of a fictional spokesperson like The Deep allows Liquid Death to play within the realm of satire, distancing the brand from real-world consequences while still making impactful statements. This approach, while risky, can be highly effective when executed with careful consideration of potential public reaction.
Looking Ahead
As Liquid Death moves forward, the key insight from this campaign is the need for creative yet responsible marketing. The brand’s collaboration with agencies like Party Land and Humanaut, along with Moxie Communications Group as its PR agency, will be crucial in navigating future campaigns. The lesson learned from The Deep’s debacle is clear: while bold strategies can drive engagement, they must be meticulously planned to avoid alienating audiences.
Liquid Death’s future campaigns will likely continue to push boundaries, but with a sharper focus on aligning outrageous creativity with a more calculated approach to public perception. The brand’s ability to adapt and learn from these experiences will be pivotal in sustaining its edgy yet impactful presence in the market.
