Liquid Death Got Ridiculously Successful by Asking One Question: ‘What’s the Dumbest Idea You Can Think of Right Now?’

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Liquid Death Got Ridiculously Successful by Asking One Question: ‘What’s the Dumbest Idea You Can Think of Right Now?’

liquid-death-got-ridiculously-successful-by-asking-one-question:-‘what’s-the-dumbest-idea-you-can-think-of-right-now?’

This story appears within the December 2021 predicament of Entrepreneur. Subscribe »

Water is the premise of life: It grows flowers, it constitutes up to 60 p.c of the grownup human physique, and we can’t proceed longer than about three days without drinking it. So Liquid Demise is doubtlessly the final thing you’d think to call a water designate.

Courtesy of Liquid Demise

That’s exactly why extinct advertising and marketing ingenious director Mike Cessario founded the canned-water company Liquid Demise in 2017. He abides by a behavior of asking, “What’s the dumbest realizing it’s doubtless you’ll per chance per chance presumably think of ethical now?” That put collectively sparked a theory for packaging water otherwise than anybody else: in a can with a skull on it, emblazoned with the punk slogan “Homicide your thirst.” Cessario’s contrarian branding has earned flustered press, a deep stage of aspect dual carriageway cred, and a range of social followers — better than half of 1,000,000 on Instagram and nearing 1,000,000 on TikTok. It has moreover led the company to change into a high-promoting water at Total Foods and Walmart in barely a few rapid years.

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