Latest / Brand Storytelling with Fexingo: Narrative, Mission, and Stories That Sell / How Liquid Death Turned Water Into a Punk Rock Brand
Transcript
- Lucas: So, if you've been on Instagram at all in the last few years, you've probably seen a can of water that looks like a tallboy of beer, with a skull and crossbones on it, and the tagline 'Murder Your Thirst.' Luna: Yeah, Liquid Death. It's everywhere. And honestly, at first glance, it feels like a joke. But it's a $1.4 billion brand now. Lucas: Exactly. And that's the hook for today. Because water is about as commoditized as a product can get. It's free, it's everywhere, and yet Liquid Death managed to build a brand people genuinely love. Not just tolerate, but actively tattoo on their bodies. Luna: Tattoos? Really? Lucas: Yeah, there are fans with the logo inked on their arms. The CEO, Mike Cessario, has stories about it. And that kind of devotion doesn't happen by accident. It's the result of some really smart storytelling. Luna: So what's the angle here? How did they go from a canned water joke to a billion-dollar valuation? Lucas: Well, let's start with the founder's background. Mike Cessario came from the music industry. He worked with bands like Blink-182 and Foo Fighters, and he saw how bands create loyal fanbases through identity and belonging. He basically applied the band playbook to water. Luna: So instead of 'drink more water,' it's 'join the movement, rebel against plastic.' Lucas: Right. And the brand's mission is to 'kill plastic' — they say that literally. They're on a mission to replace plastic bottles with infinitely recyclable aluminum cans. And they donate a portion of profits to ocean cleanup. So there's a real purpose underneath the punk rock exterior. Luna: But plenty of brands have sustainability missions. What made this one stick? Lucas: It's the personality. They don't talk like a typical eco-friendly brand. They use humor and irreverence. Their social media is full of absurd videos, like 'death to plastic' PSAs with heavy metal music, and they've partnered with comedians and musicians. They even sold a 'corpse paint' version of their cans for a heavy metal collaboration. Luna: I've seen those videos. They're genuinely funny. And I think that's the key — they don't take themselves too seriously, and that makes people want to share the content. Lucas: Exactly. And they've mastered the art of the 'shareable moment.' Their Instagram has millions of followers, and their videos get millions of views. They're not just selling water; they're selling entertainment. Luna: Let's talk about the product itself. Why cans instead of bottles? Beyond the sustainability angle, there's something almost counterintuitive about it. Lucas: Yeah, cans are actually a differentiator. In the US, canned water was rare until recently. So just the format makes it stand out. Plus, it feels more like a beverage you'd drink at a concert or a party, not something you'd take to a yoga class. It shifts the vibe completely. Luna: And the packaging — the skull and crossbones, the bold typography. It doesn't look like anything else on the shelf. It's almost like a craft beer can. Lucas: And that's intentional. They want to look like a beer can, so when you're at a party, people might do a double-take. It's a conversation starter. And they've managed to get distribution in places like Whole Foods and convenience stores, which is not easy for a new beverage. Luna: So what's the business model? Are they just selling water at a premium? Lucas: They sell 16-ounce cans for around $1.50 to $2, which is a premium over bottled water but still competitive. They also have flavored sparkling water and iced teas now, so they're expanding beyond plain water. And they've built a direct to consumer subscription model that's growing. Luna: It's amazing that they've turned water, something you can get for free from a tap, into a product people are willing to pay for. Lucas: And that's the real lesson. It's not about the water. It's about the story. They've created a brand that stands for something — rebellion, sustainability, authenticity — and they've done it with a sense of humor that disarms people. Luna: It's like they've created a cult of personality around a beverage. And I think that's what a lot of marketers can learn from. Lucas: Definitely. And I love how they've embraced the anti-brand aesthetic. They're literally selling 'death to plastic' while using plastic-free packaging. It's a bold move, but it works because they're consistent. Luna: I'm curious about the actual numbers. How fast have they grown? Lucas: So, they launched in 2019, and by 2023 they were selling over 100 million cans a year. In 2024, they hit $250 million in revenue, and they're on track to double that this year. They've also raised significant funding, with a valuation of $1.4 billion as of early 2025. Luna: That's insane. And what about social media? Their TikTok and Instagram presence is impressive. Lucas: They've got over 3 million followers on Instagram and over 2 million on TikTok. Their content is a mix of absurdist comedy, heavy metal aesthetics, and sustainability messages. They've also had viral moments, like when they challenged other brands to a 'cage fight' on social media, which got huge engagement. Luna: And they've done collaborations with musicians like Travis Barker and bands like Slipknot. It's all about tapping into that subculture. Lucas: Exactly. They're not trying to appeal to everyone. They're going after a specific niche — the punk rock, metal, skateboarding crowd — and they're owning it. That's a classic brand strategy: know who you're for and ignore the rest. Luna: So what's the takeaway for other brands? Is it just 'be funny on social media'? Lucas: No, it's more than that. It's about having a clear, distinctive personality and being relentless about it. Liquid Death has a very specific voice, and they stay in character everywhere. From their product copy to their customer service tweets, they're always on-brand. Luna: That's a good point. And they also have a strong mission that resonates. It's not just about selling water; it's about saving the planet. That gives people a reason to feel good about buying the product. Lucas: Right. And they've been smart about using their platform to amplify environmental issues, like their partnership with 5 Gyres to clean up plastic from oceans. They're not just talking about it; they're doing something. Luna: It's a masterclass in brand storytelling. And I think the key is that they've made sustainability cool, which is something a lot of brands struggle with. Lucas: Absolutely. Okay, so before we wrap up, let's talk about the future. Where does Liquid Death go from here? Luna: I think they're going to keep expanding their product line and maybe even get into other beverages. They've already got iced tea and sparkling water. Could we see a Liquid Death energy drink? Lucas: I wouldn't be surprised. And I think they'll continue to build their media presence. They've actually launched their own streaming channel on platforms like Roku, where they show original content like comedy sketches and music performances. They're becoming a full-fledged media brand. Luna: That's ambitious. But if anyone can do it, it's them. They've already proven that they can take a commodity and turn it into a cultural icon. Lucas: Exactly. And that's the lesson for anyone listening: you don't need a revolutionary product to build a revolutionary brand. You just need a story that people want to be a part of. Liquid Death gave people an identity, and they bought in. Luna: Well said. And on that note, I think we've covered a lot. Thanks for joining us on this deep dive into Liquid Death.