2” the same year, featuring more angry reviews. They later doubled down with “Greatest Hates: Vol.
The album wasn’t a chart-topper, but it certainly got people talking about the product on social media, even the haters. The metal album “ Greatest Hates” was an attempt to turn bad publicity into sales, and it mostly worked. Two years ago, Liquid Death surprised the advertising world by turning negative reviews into a heavy metal album for sale. Liquid Death’s also recruited comedian Bert Kreischer, adult film actress Cheri DeVille and rapper Wiz Khalifa to do promos. Last October Cessario recruited Chace Crawford to reprise his character of The Deep (from Amazon’s hit show “The Boys”) to become the company’s “chief sustainability officer”. It helps that Cessario is a former creative director for Netflix who knows the power of a good celebrity ad campaign. The brand quickly won over notable now-sober celebrities like Steve-O, who frequently uses the water on his podcast “Steve-O’s Wild Ride,” and helps the company’s mission to make drinking water cool. The other aspect of Liquid Death’s ingenious marketing campaign was appealing to sober punks or tech bros who still wanted to feel cool at a gig while holding a non-alcoholic tallboy. The brand expanded to Publix and Sprouts stores by last December.
#LIQUID DEATH CASES TRIAL#
7/11 initially accepted Liquid Death in August 2020 as part of a trial run for startup snack and beverage brands, and the deal stuck.
While Liquid Death has long been a staple at LA tech events, it quickly turned that trickle of interest from local startups into a deluge of orders from established retailers, inking distribution deals with national chains including 7/11, Amazon’s Whole Foods, Publix, and Sprouts. This was because the founders saw the value in taking a small loss first to bring their product to the masses – giving tech events cases of Liquid Death to expose people to the brand and, most importantly, get a local tight-knit circle of potential backers talking. If you’ll recall, the brand was everywhere seemingly overnight from the get-go. Part of that approach included jolting the brand to ubiquity. Liquid Death’s website manifesto reads: “We’re just a funny water company who hates corporate marketing as much as you do,” Ironically though, it’s been their marketing approach that’s catapulted Liquid Death to become one of Amazon’s top-10 best-selling water brands. We've fostered a cult following that's translated into success." "People are stocking up on cases of Liquid Death for house parties and drinking more water at festivals.
"We're using Liquid Death's platform, which we built by creating viral entertainment, to shift consumption habits toward health and sustainability," co-founder and CEO Mike Cessario told dot.LA via email Tuesday. Since Liquid Death is private, we don’t know their net loss figures.
#LIQUID DEATH CASES SERIES#
Liquid Death’s valuation came on the heels of a $700 million Series D round led by Science, which included investors Live Nation, PowerPlant Partners and Hinge Capital. Liquid Death is projecting $130M in revenue in 2022, up from $45M in 2021 and is on pace to double next year.” “From our research, it took Monster four years and Celsius 12 years to reach the level of retail success Liquid Death has had in just three. “We believe Liquid Death may be the fastest growing non-alcoholic beverage of all time,” Science co-founder and Liquid Death board member Peter Pham wrote in an Oct. But with the company’s latest $700 million valuation, it appears the joke is on the rest of us. in 2018, the Los Angeles startup world – and everyone else – had nothing but jokes. When Santa Monica-based Liquid Death launched with funding from neighboring venture capital firm Science Inc.
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