Storytelling Weekly – #008 Liquid Death

Imagine this:

You’re at the grocery store. You’re almost done shopping, with only one item left on your list – water.

So, you head to the last lane, where 13 different brands sit on the shelf.

Aquafina. Dasani. Glaceau. Evian. Fiji. Poland Spring…

They all look the same, so you usually grab whatever is on sale.

But suddenly…

You see something weird.

Something that doesn’t belong in the water aisle.

“Is it… an energy drink?” you wonder.

Now, you’re curious…

So, you walk closer…

Picking up a can, and read:

Liquid DeathMountain Water, Murder Your Thirst

“Huh, that’s interesting. I wish Wuyen could talk about this brand next week.”

Well, here you go!

Recap of Storytelling Weekly

Before diving in, here’s a quick recap for newcomers just tuning in to my One Story A Week Series. 

  • Once a week, I’ll find an interesting brand to study.
  • I’ll break down what I like about their storytelling techniques.
  • Then, I’ll show you how to utilize these techniques in email.
Full Disclaimer

I don’t have any insider info or access to their account. So, I’m writing based on studying their website, interviews, and emails. However, I don’t have proof of earning claims or results of specific campaigns.

Now, there won’t be any “hard selling” in this series, but – 

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Brand Introduction

Ecommerce Email Marketing - Liquid Death Logo

Liquid Death was founded in Los Angeles in 2019.

The brand had a fascinating origin story:

Mike Cessario, the founder, was at the Warped Tour Music Festival in 2008. He noticed that rock bands were drinking water, yet…

The water was filled in the cans of energy drinks.

Why?

Because they needed to stay hydrated during the performance…

But most of their biggest sponsors are energy drinks.

Hence the irony.

Through this discovery, Liquid Death was born. 

Canned mountain water – with a unique design – for a highly specific market.

Storytelling Tactics

When you look at Liquid Death…

You’ll notice that storytelling is everywhere.

On their About page, it says:

We’re just a funny beverage company who hates corporate marketing as much as you do. Our evil mission is to make people laugh and get more of them to drink more healthy beverages more often, all while helping to kill plastic pollution.

But enough about us and our boring marketing story, tell us about you

On their bottle, there’s a hard metal skull.

Ecommerce Email Marketing - Liquid Death Product

(instead of the traditional snowy mountain most water bottles use)

There’s even a “Timewaster 5000” section on their website!

🤣

But here’s the thing:

Most people think Liquid Death succeeded simply because of their “funny name.” This is far from the truth.

Many marketers think “creativity” means coming up with unique slogans.

Most of them fail miserably.

Why?

Because it’s never solely about the name.

It’s about identifying ONE primary objection… and destroying it.

For Liquid Death, the objection is:

I want to drink water… but be cool at a music festival.

This particular market… has been ignored for so many years.

Email Tip of The Week

When it comes to writing emails – regardless if it’s one broadcast or a 7-day campaign – the best advice I can give you is:

The Rule of One.

Most companies try to do too much.

They want to include every feature inside every email.

They want to have 19 different testimonials.

They want to promote 6 other products at the same time.

But when you make it too complicated… the copy loses its magic… and your email reduces to mediocrity.

Because a confused mind always says no.

So, here’s what you should do instead:

Assign ONE theme for your campaign.

Focus on destroying ONE objection.

Talk about ONE benefit… using only the most powerful testimonials.

When you strip out the redundant… the superfluous… the rest is pure gold.

Clean. Concise. And to-the-point. 

The best part is that you’ll notice the profit rising as you laser down.

(Don’t worry about missing a piece of the market. You can always create a different campaign next month, focusing on another theme/objection.)

To Summarize

Liquid Death generated approximately $250 million in 2023 – doubling its revenue for 2022. And it’s on its way to IPO in 2024!

The secret behind their success – 

Find one major gap in the market (with one critical objection), and design a product that fulfills the gap…

…by destroying the objection once and for all.

It’s that simple.

(hard, but simple)

Now, it’s your turn – 

What is the #1 objection for your market?

Address this objection by creating a powerful offer that no competitors ever dream of doing.