Marketing
How Liquid Death Built a $1.4B Brand by Breaking the Rules
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Cathy Carpetta
March 3, 2025
Water marketing was usually pretty boring—until Liquid Death hit in 2018.
By 2025, Liquid Death is a $1.4 billion brand with a cult following, millions of fans on social media, and an ever-growing line-up of edgy campaigns that feel more like stunts than ads.
What’s their secret? Turning marketing into a cultural experience.
Here’s the inside story of how Liquid Death has become one of the most talked-about brands in the world!
1. How Liquid Death made water badass
For decades, water brands leaned on the same tropes: pristine streams, minimalist logos, and buzzwords like "purity" and "hydration."
Mike Cessario, Liquid Death’s founder, had a bolder vision: Market water as a lifestyle product people want to flaunt.
Enter aluminium tallboy cans designed to resemble craft beer, stamped with edgy, metal-inspired designs.
“There’s always a better way to do everything,” says Andy Pearson, Vice President of Creative. “A better way to market a healthy brand and a better way to package water.”
But Liquid Death’s strategy was more than aesthetic—it was smart.
Aluminium cans offered an eco-friendly alternative to single-use plastics, appealing to Millennials and Gen Z’s environmental concerns.
The brand’s style and commitment to sustainability quickly set it apart.
Liquid Death launched online, starting as a direct-to-consumer (DTC) business on Amazon.
It gained traction rapidly, expanding into major retailers like Walmart, Target, Kroger, and Safeway, as well as convenience stores like 7-Eleven and Speedway.
By 2023, Liquid Death had $263 million in retail sales and shelf space in 133,000 stores across the US and UK.
Its meteoric rise proves that even the most ordinary product can be transformed through creativity and a clear vision.
2. How Liquid Death keeps its marketing engine running
Liquid Death rejects conventional marketing in favor of conversation-sparking campaigns that break the mold, propelling it into the spotlight as a truly standout brand.
2.1 “Sell Your Soul” (and save the planet)
One of Liquid Death’s most famous stunts invited customers to “sell their soul” in exchange for a free case of water.
Participants signed a tongue-in-cheek legal agreement on the brand’s website, and Liquid Death donated $3 million to beach clean-ups in their honour.
The campaign captured headlines and perfectly represented Liquid Death’s brand: irreverent and deeply committed to sustainability.
2.2 Exposing soda’s dark side
Liquid Death turned heads with its viral pure sugar video, which dramatised the sugar content of soda by pouring mountains of sugar from cans into clear glass jars.
The stark visual reinforced Liquid Death as a health-conscious alternative without ever sounding preachy.
“We’re all a little indicted in how things are marketed,” Andy Pearson explains. “This is our way to have a wider conversation about it—without losing our sense of humour.”
2.3 Ozzy Osbourne and a fighter jet
True to its rock ‘n’ roll DNA, Liquid Death teamed up with Ozzy Osbourne for a campaign that offered fans the chance to win a fighter jet.
The twist? The jet was a toy.
Fans didn’t care—the campaign’s humour and audacity won them over.
2.4 Auctioning Super Bowl ad place
Instead of running a Super Bowl ad, Liquid Death auctioned ad space on its cases, letting other brands bid to have their logo featured.
This cheeky move grabbed headlines and cost a fraction of a traditional campaign.
“We’re not just going to make a new 30-second commercial because that’s how you do it,” says Andy Pearson. “There’s real joy in finding new approaches to things in ways that people haven’t considered before.”
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3. Why Liquid Death owns social media
As Mike Cessario puts it, "Why would you want to follow a water brand that just posts photos of their bottles all day? If we create actual entertainment and not try to just sell, sell, sell, it will naturally create that fandom for Liquid Death that you can’t even buy with money.”
Liquid Death’s social media strategy has redefined what it means to market water.
By creating darkly comedic sketches and mockumentaries that resonate with its audience, the brand has become the most-followed water company on TikTok and Instagram.
Total followers IG: 4.3M TikTok: 6.6M
Community hashtags: #liquiddeath #deathtoplastic #murderyourthirst
3.1 The Deep x The Boys
Partnering with Amazon Prime’s hit show The Boys, Liquid Death joined forces with The Deep (Chace Crawford) for a dark comedic collaboration.
The crossover aligned perfectly with the brand’s edgy aesthetic, generating viral moments that resonated with both fans of the show and Liquid Death loyalists.
3.2 Super Serious Terry Crew’s celebrity edition
Terry Crews and Super Duper Serious teamed up with Liquid Death to design limited-edition Severed Lime sparkling water packs.
The eye-catching collab fused Crews’ creativity with the brand’s playful vibe, sparking buzz with its unexpected flair.
3.3 Animated series: Murder Man x Will Carsola
Liquid Death teamed up with animator Will Carsola (Mr. Pickles) and the award-winning studio Titmouse to bring its beloved mascot, Murder Man, to life.
Fans were invited to comment on which network or streaming platform should pick up the series.
The campaign proved interactive, doubling as both market research and hype generation.
3.4 Halloween special
Capitalising on Halloween’s spooky season, Liquid Death introduced Psycho Cider.
Through horror-themed influencer collaborations and chillingly creative content, the brand made sure its cider was the season’s must-have drink.
4. FOMO and collectability: The power of Liquid Death’s limited editions
Liquid Death’s limited-edition drops are as much cultural statements as they are products.
From coffin-shaped makeup kits to life-sized casket coolers, these buzzworthy collaborations tap into FOMO (fear of missing out), turning fans into collectors and ambassadors.
4.1 e.l.f Cosmetics Corse Paint collab
Liquid Death joined forces with beauty brand e.l.f. Cosmestics to create the Corpse Paint makeup kit, merging black metal aesthetics with irreverent humour.
The kit included face paint, lipstick, and eyeliner, all packaged in a coffin-shaped box.
A darkly comedic ad campaign brought the collab to life, featuring metalhead teens summoning their idol, Glothar, for a corpse paint makeover—only to discover he’s a long-lost family member.
Andy Pearson explained, “Corpse paint sat perfectly at the intersection of our audiences.”
The limited-edition product sold out quickly, showcasing the power of unexpected partnerships.
4.2 Yeti Casket Cooler Auction
Liquid Death redefined cool with the Yeti Casket Cooler.
Designed to hold up to 378 cans and equipped with hydraulic lid pistons, this life-sized casket cooler became an instant collector’s item.
Auctioned with white glove delivery in the U.S., it exemplified the brand’s over-the-top appeal.
Sold at £57,264.13 after 810 bids.
4.3 Nixon Death Clock III
The Nixon x Liquid Death Death Clock III was more than a watch—it was a statement.
Sleek, modern, and hilariously marketed as having “unspeakable powers,” the limited-edition timepiece became an instant must-have for fans.
4.4 The Pit Diaper
For diehard concertgoers, Liquid Death unveiled the Pit Diaper.
This collaboration with Depend offered a tongue-in-cheek solution for fans who wanted to enjoy concerts without missing a beat, proving once again that Liquid Death knows how to keep fans entertained.
Wrapping up
Liquid Death has proven that even the simplest product can disrupt an industry when paired with bold ideas and fearless marketing.
From summoning demons to auctioning fighter jets, their campaigns show that creativity, humour, and authenticity are more powerful than any ad budget.
So, what’s next for Liquid Death?
With new product lines like flavoured sparkling water and electrolyte drinks, the brand is poised to continue its rebellious streak—murdering thirst and the competition along the way.
If you’re looking to stand out in your industry, take a cue from Liquid Death’s marketing strategy: dare to be different and have fun doing it.
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