Liquid Death is not for you if...

Hey folks,

I came across this brand back in 2021 or 2022. First, I thought, What dumb shit is this? Water in a can? Why?

Yes. You gussed it. It’s Liquid Death. A business that sells water in cans, but now they have increased their SKU’s and have 14 flavors and have expanded their product line to include hydration sticks called Death Dust.

It’s the dumbest positioning that sets them apart. Even the founder said, “What is the dumbest name that you can come up with?"

And the name—the dumbest but coolest name was born—Liquid Death.

Now,

Let’s Write. Let’s Attract.

Copywriting Example

Liquid Death

Liquid Death, Founded by former skateboarder Mike Cessario in 2017, this brand took the mundane act of drinking water and gave it a hardcore makeover. Their tagline? "Murder Your Thirst."

Why It Works:

• Unapologetic Branding: Liquid Death doesn't tiptoe around its identity. From the skull-laden logo to the tallboy cans resembling beer, every element screams rebellion.

• Consistent Voice: Their marketing copy is as bold as their branding. Whether it's turning hate comments into death metal albums or releasing a soap called "Dirt Murderer" in collaboration with Dr. Squatch, they maintain a tone that's both irreverent and engaging.

• Cultivating a Tribe: By positioning themselves against the norm, they've attracted a following that identifies with their counterculture ethos. It's not just about drinking water; it's about belonging to a movement that flips the bird to convention.

Takeaway:

Authenticity isn't about pleasing everyone; it's about resonating deeply with

someone. Liquid Death shows that when you commit to your brand's true voice, you don't just sell a product; you create a loyal following.

Marketing Secret

The Zeigarnik Effect: Why Unfinished Stories Hook People

Why do cliffhangers keep you binge-watching a show until 3 AM? You might not have thought of this but that’s the Zeigarnik Effect—the tendency to remember unfinished tasks better than completed ones.

Why It Works:

Curiosity Creates Tension
→ The brain hates loose ends. People stick around to get closure.

Great for Marketing Hooks
→ Unfinished messages = higher engagement and recall.

Keeps Customers Engaged
→ Think about teasers, “coming soon” drops, or emails that don’t reveal everything upfront.

How to Use It:

→ End social posts with a question or an open loop.
→ Create “cliffhanger” ads that tease results but don’t reveal them.
→ Drop part 1 of a story… and make people wait for part 2.

Example: A fitness brand posts

“One simple trick to burn fat. Most people ignore this. More tomorrow.”
→ Users check back. Engagement goes up

Your turn.
What’s a genius marketing move you’ve seen recently? Reply, I’m listening.

Loved this? Share it with a fellow marketer (helps me keep these coming :)).

See you next Saturday,

Alen.