Murdering it

Happy Friday,

How was your week?

Mine was mom busy on top of work busy. Luckily, I drank 11.5 glasses of water daily to keep me going throughout the week. 

What's your favourite water brand? Do you even have one? 

When choices are becoming increasingly overwhelming, brands have to lean heavily in differentiated territory to hope to remain on top of your mind.

Just think of this category with Old Spice (I'm on a horse) battling market shares for years with Axe (what??) and Every Man Jack in hopes of staying high in your consideration set.

Well, water is in similar waters, and Liquid Death is your ultimate challenger brand, throwing the rule book out the window. 

Each execution more irreverent than the next:

• Hey Kids, Murder Your Thirst 

• The Dangers of Sugar 

• Don't Snort Liquid Death

• Deathminster Head Show

• Hot Fudge Sundae Sparkling Water

• Your Grandma's Energy Drink 

• Music Video F whoever started this 

• Corpse Paint

• Life-size casket cooler with Yeti (now I want one) 

All so unexpected and yet completely on brand. 

Each time, leaning in more in their irreverent territory in the hope of murdering your thirst and saving you from sugar by : 

• Owning their brand personality | and not just a product 

• Knowing their target | and how they want to interact with them

• Knowing their competition | in this case, it's not water

So remember what Ozzy said, don't snort it, freebase it, inject it and don't even think about boofing it, you little pervert.

See you next week