It’s not every day that a canned water brand manages to go viral, dominate retail shelves, and infiltrate pop culture—but Liquid Death did exactly that. What started as a tongue-in-cheek wellness product is now one of the most talked-about beverages online, and the genius lies in its marketing.
Murder Your Thirst—With Branding
Liquid Death flipped the script on health drinks. Instead of leafy greens, sunshine, and yoga mats, they leaned into punk rock, metal, and irreverent humor. Their tagline “Murder Your Thirst” made water feel badass—and that’s something no other brand was doing.
The tallboy-style can mimics beer and energy drinks, making it appealing to younger, edgier consumers. The black, gold, and silver packaging stands out in coolers and Instagram feeds alike.
Viral Without Paying for It
Much of Liquid Death’s success can be credited to their viral content. They created outrageous video ads, fake infomercials, and satirical campaigns that were shared not because they were ads, but because they were entertaining.
Their infamous "death to plastic" campaign—which features plastic bottles getting destroyed—struck a nerve with the environmentally conscious. The brand also tapped into influencer and meme culture without ever looking like it was trying too hard.
The Power of Identity
What Liquid Death sells isn’t just water—it’s identity. Whether you're at a concert, in the gym, or just vibing on TikTok, holding a Liquid Death can signals a lifestyle. It's an anti-brand for people who are tired of brands.
That ethos resonates strongly with Gen Z and millennials who value authenticity, irony, and causes—Liquid Death donates a portion of profits to help kill plastic pollution.
Yes, It’s Just Water. And That’s the Point.
The genius of Liquid Death is that it took something as basic as water and made it impossible to ignore. It’s proof that with bold design, clear values, and fearless storytelling, even the most ordinary product can become extraordinary.
At Casepack.ca, we proudly carry Liquid Death in both Mountain Water and Sparkling varieties—ready to ship by the case, pallet and truckload. Whether you’re stocking up for your office or just want to join the movement, we’ve got you covered.