Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages / How Liquid Death's Funnel Turned Canned Water Into a Movement
Transcript
- Lucas: So, Luna, I was scrolling through my feed the other day and I see this can of water that looks like a tallboy of beer, skulls all over it, and the tagline 'Murder Your Thirst.' And I thought, 'This is either the dumbest or the smartest marketing I've seen in a while.' Luna: That's Liquid Death. I've seen their cans in Whole Foods. It's water in a can that's trying to be edgy. And apparently, it's everywhere now. Lucas: Exactly. And that's why I wanted to drill into this for today's episode. Not just because it's a cool brand, but because Liquid Death's entire funnel—from awareness to action—is built on a very specific, very repeatable playbook. And it's not just about the can design. Luna: Right, because at the top of the funnel, they're fighting for attention in a category that's notoriously boring. I mean, water is water. Lucas: Precisely. And their awareness stage is basically built on shock value and humor. They don't talk about hydration or electrolytes. They talk about 'murdering your thirst' and being 'death to plastic.' It's anti-marketing that gets people to stop scrolling. Luna: And it's everywhere—sponsoring punk shows, having a 'Metal Water' brand, getting celebrities like Corey Taylor to do promos. It's like they're targeting the exact opposite of the typical water drinker. Lucas: But here's the thing: awareness alone doesn't sell water. So they have this middle of the funnel where they convert curiosity into interest. They use content, like their 'Liquid Death TV' on YouTube, with absurdist sketches, and their social media is basically a meme machine. Luna: So, they're giving people a reason to care beyond 'it's water.' It's a lifestyle, an identity. You're not just drinking water; you're rebelling against the plastic industry. Lucas: Exactly. And that's where the decision stage gets interesting. Because once you're interested, they make the product seem almost like a collectible. They do limited-edition flavors, collaborations with artists, even a 'Skeleton Key' vault that unlocks exclusive merch. It's scarcity and FOMO. Luna: So, it's not just about the water; it's about being part of a club. And that's a powerful driver for action. But how do they keep people coming back? I mean, the novelty has to wear off eventually. Lucas: That's the real test. And they've been smart about building a community. They have a loyalty program called 'The Inner Death' that rewards people for recycling, following them on social, even getting tattoos of the logo. It's gamification. Luna: Getting a tattoo? That's some serious brand loyalty. But it also creates this army of brand evangelists who post about it, which feeds right back into the top of the funnel. Lucas: Yeah, it's a closed loop. And that's how you build a movement, not just a transaction. But we should be clear about the challenges, too. They've faced criticism about the packaging, being aluminum cans, which has its own environmental footprint. Luna: And they've had to defend their 'Death to Plastic' message while selling cans. It's a bit of a tightrope, but they've leaned into it, even arguing that aluminum is more sustainable than plastic if recycled properly. Lucas: So, the funnel isn't just about marketing; it's also about managing perceptions and staying true to the brand's absurdist ethos. And that's a lesson for any marketer: consistency is key, even when you're being inconsistent on purpose. Luna: Speaking of lessons, one thing I love is how they handle the decision stage with their website. It's not just a store; it's an experience. You have to 'enter the vault' to get special drops, and it feels like you're joining a secret society. Lucas: That's a great point. And that's the kind of thing that makes people want to become part of the story. They're not just buying water; they're buying into a narrative. And that's exactly what we're seeing in the Fexingo Business podcast network—stories that drive engagement. Luna: And on that note, if you're enjoying these deep dives into marketing funnels, a couple of dollars a month is genuinely what keeps these shows going. You can buy me a coffee dot com slash fexingo, and it really helps keep us ad-free. Lucas: Yeah, it's a small thing that makes a big difference. Now, back to Liquid Death. So we've talked about the top and middle of the funnel, but what about the actual retention? They have a subscription service called 'The Armory' where you can get regular deliveries. Luna: So, they're turning that initial action into a habit. And with the recycling rewards, they're incentivizing sustainability, which aligns with their brand message and keeps people engaged. Lucas: And that's the ultimate goal: not just a one-time purchase, but a long-term relationship. Liquid Death is a masterclass in turning a boring product into a movement, and they're doing it by making every stage of the funnel feel like part of the brand's story. Luna: It's a bold strategy, and it's clearly working. But I'm curious—do you think this approach could work for other categories, or is it just for edgy, young brands? Lucas: I think there are lessons for everyone. The core idea is to find a truth about your product and amplify it with a distinctive voice. You don't have to be as extreme as Liquid Death, but you can certainly be more memorable than the person next to you. Luna: So, whether you're selling water or software, the key is to make your funnel not just a path to purchase, but a journey that people want to be on. Lucas: Exactly. And that's the takeaway for today. Thanks for listening, and we'll catch you in the next episode.