The Challenge:
In this group project, my classmate (the amazing Ghadah Almogrin) and I chose to focus on Liquid Death, a brand that stands out for its unique approach in the bottled water market. We found Liquid Death’s commitment to sustainability and edgy marketing tactics compelling. Our report delves into their current marketing strategies and provides recommendations on how they can enhance their communications and marketing efforts. Our goal was to explore and demonstrate how strategic marketing tools can be applied effectively to bolster Liquid Death’s market presence and brand affinity.
Ugly Baby Identified:
Liquid Death entered the highly competitive bottled water market with the aim to differentiate itself by promoting an eco-friendly and culturally resonant alternative to traditional water brands. How will it keep up its momentum and not fade away?
Game Plan:
- Make Liquid Death a significant cultural staple
- Promote environmental efforts
- Growing Liquid Death to become more than a water company
- Increase brand awareness and market share of Liquid Death
Strategic Approach:
Our pitch proposed the brand’s “Death to Plastic” tagline as a central theme for Liquid Death’s 2023 marketing strategy. We recommended integrating this message across various marketing channels to enhance brand identity and consumer engagement. Our strategy involves forming high-impact partnerships, launching targeted digital campaigns, and hosting community events that align with the brand’s mission. This approach is designed to transform Liquid Death from a product into a movement, making each consumer interaction a statement against plastic pollution.
Victory Dance – Experiential Marketing and Product Innovations:
- Collaborations & Promotions: Introduce seasonal flavors in partnership with brands like Nike and Sony, appealing to specific customer segments. Special editions featuring anti-heroes from popular culture like Deadpool and The Boys will engage fans and leverage popular media to enhance brand visibility.
- Product Extension/Development: Experiment with new flavors via TikTok campaigns to engage the Gen Z audience, merging product innovation with digital engagement.
- Promotional Events: Organize an annual festival at Lake Tahoe to celebrate water sports, music, and art, establishing Liquid Death as a cultural staple.
- Environmental Initiatives: Launch a beach clean-up initiative that embodies the brand’s edgy style. Adopt a section of the beach, use creative props and warnings to promote anti-plastic messages and draw attention to environmental issues.
Skills Used:
- Market Research
- Creative Development
- Collaboration
- Brand Storytelling
- Experiential Marketing
- Strategic Planning
