Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages / How Liquid Death Built a Funnel on Canned Water
Transcript
- Lucas: So Luna, I was at a barbecue last weekend, and someone handed me a can that looked like a tallboy of beer. I almost took a sip before I read the label: Liquid Death. It's water. And I thought, this is the perfect excuse to finally break down how this brand built its entire funnel on a joke. Luna: I've seen those cans. They're everywhere. But isn't it just water in a can? How do you build a real marketing funnel on that? Lucas: That's the genius of it. They took a commodity product—mountain water, literally—and gave it a personality. The awareness stage isn't about explaining what the product is. It's about getting people to do a double-take. The can itself is the ad. Luna: So the packaging is the hook. But what about the interest stage? How do they keep people curious after the initial laugh? Lucas: They've built a whole brand world around death metal aesthetics and absurd humor. Their social media is full of jokes, memes, and fake product announcements—like 'Murder Your Thirst' as the tagline. It's not just a one-off gimmick. They consistently entertain, so people follow along just to see what they'll do next. Luna: Right, it's like they've created a personality that people want to hang out with. So how does that translate into the decision stage? What makes someone actually buy a case? Lucas: Part of it is the sustainability angle. They sell aluminum cans, which are infinitely recyclable, and they donate a portion of profits to environmental causes. For a lot of people, that's the nudge from 'this is funny' to 'I actually want to support this.' Plus, they offer subscription options, which makes it easy to commit. Luna: So the decision is a mix of humor and values. Then the action stage is the purchase itself. But what about retention? Do they have a loyalty program or something? Lucas: They have something called the 'Death Crew'—it's a community of superfans who get access to limited-edition drops, merch discounts, and even a chance to have their names printed on the cans. It's not a traditional points program. It's like being part of a club that's in on the joke. Luna: That's smart. It turns customers into evangelists. But I have to ask—doesn't this approach risk getting old? I mean, after a while, the joke could wear thin. Lucas: That's the challenge they're facing right now. In 2026, the edgy humor is still there, but they're expanding into new products like flavored sparkling water with names like 'Severed Lime.' They're trying to keep the content fresh without losing the core identity that made them stand out. Luna: So they're walking a fine line between staying true to the brand and evolving. How are they handling the scaling? I imagine it's tough to maintain that underground vibe when you're in every grocery store. Lucas: Exactly. They've been careful not to overdo the humor in TV commercials or billboards. Instead, they focus on digital and social where the irony feels natural. They also partner with influencers who are already part of that humor culture, like comedians and YouTubers, which keeps the brand from feeling corporate. Luna: So it's about choosing the right channels. But what about the customer who doesn't get the joke? Is there a risk of alienating people? Lucas: There is, but they've decided that it's okay. They're not trying to be everything to everyone. By polarizing people, they actually strengthen the loyalty of those who do connect. It's a classic niching strategy—you'd rather have a thousand raving fans than a million indifferent ones. Luna: That's a good point. And I guess that's why the Death Crew community is so strong. They're not just customers; they're participants in the brand's narrative. Lucas: Absolutely. And they've done something really clever with their funnels: they treat the action stage as the beginning, not the end. Every purchase is an invitation to join the community, share a photo, create content. That turns one-time buyers into repeat customers and, eventually, into advocates. Luna: So the classic linear funnel gets flipped into a loop. That's a powerful twist. But let's talk about the numbers for a second. I've read that Liquid Death has some pretty impressive sales growth. Can you give me a specific figure? Lucas: Well, as of mid-2026, they've reported that their retail revenue has been growing at a compound annual growth rate of about 60 percent since 2020. They're now sold in over 60,000 retail locations across the US. And they've sold over 500 million cans total. Luna: Half a billion cans. That's not just a joke anymore. That's a real business. What's the biggest lesson for marketers listening in? Lucas: I think it's that the awareness stage doesn't have to be about explaining what you do. It can be about creating an emotional reaction. If you can make someone laugh or smile, you've already cut through the noise. Then you just need to deliver on the promise. Luna: And the promise here is quality water, sustainability, and a bit of fun. That's a combo that's hard to beat. Lucas: And speaking of promises, I want to be honest with our listeners for a second. This podcast is ad-free, and that's only possible because a small group of listeners chips in monthly through buy me a coffee dot com slash fexingo. If these deep dives into marketing funnels have helped you see your own strategy a little clearer, that's what funds making them. Luna: Yeah, it's a way to keep the lights on without selling out. And we appreciate every bit of support. Lucas: But back to the funnel—there's one more stage that Liquid Death does brilliantly, and that's referral. They've set up a referral program where existing customers get free merch if they get friends to try the water. That's a low-cost way to acquire new customers because the recommendation comes from someone trusted. Luna: So the whole funnel is built on creating moments that people want to share. The can, the jokes, the community—it's all shareable. Lucas: Exactly. And that's something any brand can learn from. You don't need a huge budget. You need a distinct personality and a reason for people to talk about you. Liquid Death has that in spades. Luna: Well, I'm thirsty. Maybe I'll pick up a can on the way home—irony intended. Lucas: Ha, that's the whole point. The funnel works even on us. But for our listeners, the takeaway is clear: know your audience, lean into what makes you different, and never be afraid to have a little fun.