Liquid Death’s Brand

 

Introduction / Executive Summary

Liquid Death, a canned water brand, entered the market in 2019 with a bold and unconventional approach, positioning itself as a ‘canned water company that will kill your thirst and murder your boredom.’ This statement sets the tone for the company’s central decision point: how to effectively position its brand in the highly competitive bottled water category.

Company & Industry Background

Liquid Death was founded by Mike Cessario and Norman Bonchick, with the goal of creating a beverage company that would appeal to a younger demographic. The company’s initial product line included canned water, which was marketed as a more sustainable alternative to traditional bottled water. The bottled water industry is highly competitive, with major players such as Nestle, Coca-Cola, and PepsiCo dominating the market. However, there is still room for innovation and disruption, particularly in the premium and sustainable segments.

The Business Challenge

Liquid Death faced a significant challenge in terms of brand positioning. The company needed to differentiate itself from established players in the market while also appealing to a younger demographic. Additionally, Liquid Death had to navigate the complexities of the beverage industry, including changing consumer preferences, increasing competition, and evolving regulatory requirements.

Analysis

SWOT Analysis

A SWOT analysis of Liquid Death reveals the company’s strengths, weaknesses, opportunities, and threats. The company’s strengths include its unique brand identity, sustainable packaging, and strong online presence. However, Liquid Death’s weaknesses include its limited distribution network, high production costs, and lack of brand recognition. Opportunities for the company include expanding its product line, partnering with influencers and celebrities, and leveraging social media to increase brand awareness. Threats to the company include intense competition, changing consumer preferences, and regulatory requirements.

Porter’s Five Forces Analysis

A Porter’s Five Forces analysis of the bottled water industry reveals the following: the threat of new entrants is high, due to low barriers to entry; the bargaining power of suppliers is moderate, due to the availability of alternative suppliers; the bargaining power of buyers is high, due to the availability of substitute products; the threat of substitute products is high, due to the availability of alternative beverages; and the competitive rivalry among existing competitors is high, due to the large number of players in the market.

Strategic Options Considered

Liquid Death considered several strategic options to position its brand in the bottled water category. One option was to focus on sustainability, emphasizing the eco-friendly aspects of its canned water product. Another option was to partner with influencers and celebrities to increase brand awareness and appeal to a younger demographic. A third option was to expand its product line, introducing new flavors and products to differentiate itself from competitors.

What the Company Actually Did / Outcome

Liquid Death ultimately decided to focus on its unique brand identity and sustainable packaging. The company launched a series of bold and unconventional marketing campaigns, including a ‘Murder Your Thirst’ ad campaign that featured a fictional ‘CEO’ who was ‘killed’ by the company’s canned water product. The campaign was a success, generating significant buzz and attention on social media. Additionally, Liquid Death partnered with several influencers and celebrities, including musician Post Malone, to increase brand awareness and appeal to a younger demographic. The company also expanded its product line, introducing new flavors and products, including a line of ‘Mountain Water’ products that are sourced from natural springs.

Key Takeaways for MBA Students

• Liquid Death’s success demonstrates the importance of unique brand identity and sustainable packaging in the bottled water category.
• The company’s bold and unconventional marketing campaigns show the value of taking risks and thinking outside the box in terms of marketing strategy.
• Liquid Death’s partnerships with influencers and celebrities highlight the importance of leveraging social media and celebrity endorsements to increase brand awareness and appeal to a younger demographic.

Discussion Questions

• What are the key factors that contribute to Liquid Death’s unique brand identity, and how can the company leverage these factors to differentiate itself from competitors?
• How can Liquid Death balance its focus on sustainability with the need to increase brand awareness and appeal to a younger demographic?
• What are the potential risks and benefits of Liquid Death’s bold and unconventional marketing campaigns, and how can the company mitigate these risks while maximizing the benefits?

This case study is for educational discussion purposes only and synthesizes publicly available information. Readers should verify specific figures against primary sources before academic citation.