Whenever Liquid death Creates content, its team asks the same question: Will it be shared on social media?
Likes and comments are fine, but Shares Is it really craving. “Because if it is not forcing people to share enough,” says Dan MurphySVP of Marketing of the brand, “So it is probably not a good tip-off-the-space, top-off-the-funnel marketing.”
Proof is in numbers: Sharya Marketing inspired liquid death to unite $ 1.4 billion Jugarnote with 7 million followers on both Instagram and Tikok – Regardless, in its heart, it is just a brand that sells canned water and iced tea. But it is marketed and sold like a highly aggressive beer, which becomes one Very Of meditation.
So how do they do it? Murphy says that his formula is easily replicated – and he is happy to share it. Here is how liquid death makes viral gold, in five stages.
Step 1: Create a “Entertainment-First” brand
“The Internet has completely shattered the economy,” says Murphy. Consumers can leave anything that they dislike, which means that you have to earn every second of their attention.
This is why your marketing should be imagined, produced, and should be presented as entertainment-and your brand should always act as a material machine. Or as Murphy said: “You must be entertained.”
Liquid Death did not invent this idea, he accepts. Red Bull proved the model decades ago, becoming a major manufacturer of extreme sports materials. Liquid Death thinks himself as a comedy maker. And your brand? It can produce anything – so as long as it is entertaining, and appeals to your target audience.
Step 2: Prefer the top of the funnel
Murphy says that the initial-phase brands are often trapped in adaptation. They spend too much time on down-to-face elements such as manufacturing and distribution-which makes sense, but leaves them weak.
“If someone doesn’t know about the product, and if someone has to stop on the shelf or search for it on Amazon, then your other efforts were for zero,” they say.
Instead, they say, brands should bow down heavy on social media. This is the only device that can reach millions of people for free – and if you correct it, your other operating pieces will fall into place.
Step 3: Invest in your entertainment
Image Credit: Liquid Death
Once you choose your lane, he says, you have to be heavy and completely bend in it.
For example, liquid death does not only rent marketers; They appoint comedy writers who have written for choice Adult swimmingThey then keep these authors “hematically seals” from the rest of the business – so that they can focus on the most fun ideas, and do not cause water from sales or marketing concerns.
Results: They have sold water kegs for pregnant women, called Kegs for pregsThey are Taste taste of toilet-waterThey Gave a real jetAnd they often partner with unexpected brands, such as co-construction Ditch (For those who drink a lot in the mosh pit) depending with the adult-diaper company.
“We are leaving at least one bangar in a month since our origin,” says Murphy. “It can’t just be,” Oh, we did it, and then it went away. ” As an early company, you should be that repetition and live in culture. ,
Step 4: Be agile and take risks
On social media, Murphy says, small brands have an advantage on large brands: “You can get accessories in the market very quickly, you can tested it, you can learn, you can react,” they say-they say-when the big contestants will move slowly and do risks.
Sure, small brands have small budgets. But Murphy says that it can be a superpower – because small budgets force creative obstacles that he likes to say “budget haiku”. Sometimes, the best material is also the cheapest, scrapiest and the most clever.
He provides a challenge: Create ideas that you can clarify in a sentence. If it takes more time, the idea can be very complicated. For example, they say, the pit diaper started in this way: “What if we made an adult diaper for Mosh Pitt?” He says. This is a clear, fun, immediate sharing idea.
Step 5: Problems? Entertain the solution
Being a “entertainment-first” does not mean leaving all marketing principles, called Murphy. You should still be cautious about the assumptions of the market and your consumers. But you need solutions Too Be entertaining
Here is an example:
Liquid Death identified a problem: Although the brand is paroding beer advertisement, a lot of consumers feel that liquid death really really really Is A beer … or maybe an energy drink.
To address him, bought liquid death Its first super bowl advertisement in 2025It shows pilots, police and doctors to work to can at work, while singing a jingle, “Drinks on the job. Everyone at work.”
“You couldn’t see it and go, ‘It was a beer,’ right?” Murphy says. It was fun, but it was strategically responding to market research.
Step 6: Turn your fans into content
Once you start online dialogue, your fans will continue the conversation – which creates a new wave of opportunity.
Says Murphy, “Whatever we are doing right now, he is fighting social media, looking for people’s positions about liquid death.” “We go to them and say, ‘Hey, love that material. We will put media behind your post and make some sophisticated goals at different people. Then you will get exposure. And you will find followers.”
Sometimes, liquid death also pays a small amount to these people – perhaps $ 100 either. But mostly this is not necessary. They are just psychide to help their favorite brand.
In short: The best marketing does not feel like marketing.
It sounds like some people choose To see – because it was designed to entertain them, not to sell them products. When it becomes the ethos of your brand, you will follow your audience (and their loyalty).
