Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages / How Liquid Death Built a Marketing Funnel on Canned Water
Transcript
- Lucas: So we've talked about bookshops beating Amazon, skincare brands, even a taco shop on TikTok. But today I want to look at a company that flipped the entire marketing funnel on its head. Liquid Death — the canned water that's somehow worth one point four billion dollars. Luna: One point four billion for water in a can that looks like a beer? That's either brilliant or insane. Which is it? Lucas: Honestly, it's a bit of both, but the marketing is genuinely brilliant. The founder, Mike Cessario, came from the music and entertainment world. He knew nothing about beverages. And he looked at bottled water and thought, why is this category so boring? Every brand is selling hydration, purity, mountain springs. He decided to sell the opposite. Luna: So instead of purity, what? Death? Murder? I've seen the cans. They look like they should be in a horror movie. Lucas: Exactly. The whole brand is built on this absurd premise — murder your thirst. And the product is literally just water, but the packaging is designed to look like a tallboy of beer or a monster energy drink. It's got skulls, gothic fonts, and a tagline that says 'death to plastic.' And that's the entire awareness stage of the funnel — shock, humor, and a middle finger to the category norms. Luna: But shock value only gets you so far. People see a funny ad, they laugh, they move on. How does that turn into actual purchases? Lucas: That's the key. They don't just run ads — they create content that people want to share. Their YouTube channel is basically a comedy sketch show. They've got a series where they 'taste-test' different types of death, and another where they read mean tweets about the brand. One video has over sixty million views. That's not an ad, that's entertainment. And every view is free awareness. Luna: So the awareness stage isn't just about impressions — it's about social currency. People share these videos because they're funny, not because they're trying to sell water. Lucas: Right. And that's the genius. They're not interrupting your feed with a banner ad. They're giving you something you actually want to watch. And the brand name becomes the joke — Liquid Death — so every time you share it, you're reminded of the product. It's this perfect loop. Luna: Okay, so they've got the awareness. But what about the interest and decision stages? How do they move someone from laughing at a video to actually buying a case? Lucas: So they use a few tactics. First, they've got a very distinct visual identity, so once you see the cans in a store, you recognize them instantly. But online, they rely on limited-edition flavors and collaborations to create urgency. They'll drop a 'Severed Lime' or a 'Berry It Alive' and it's only available for a short time. That scarcity drives the decision — you have to act now or you miss out. Luna: Limited editions work for sneakers, but for water? That's bold. But I guess it taps into that fear of missing out. Lucas: And they also use humor to break down objections. On their website, they have a 'Frequently Asked Questions' section where they answer 'Is this actually water?' with 'Yes, it's water. But you're a sucker for buying it from a plastic bottle.' They preemptively disarm the skepticism with a joke. That lowers the barrier to purchase. Luna: So the decision stage is all about removing friction and making the buyer feel like they're in on the joke. But what about the action stage? Once someone buys, what keeps them coming back? Lucas: That's where the funnel gets really interesting. They don't just want a one-time sale. They want to build a cult. And they do that through community. They have a membership program called the 'Liquid Death Country Club' where members get early access to drops, exclusive merch, and even a monthly streaming service. It's like a subscription, but it's more about belonging than just getting water. Luna: So the action stage turns into loyalty. They're creating a tribe, not just a customer base. Lucas: Exactly. And they actively encourage user-generated content. They have a hashtag campaign called 'Death to Plastic' where fans post photos of themselves with the cans, often in ironic or humorous situations. Some of their best marketing is just reposting fan content. It's free, authentic, and it builds a sense of community ownership. Luna: It's like they've created a feedback loop — awareness leads to interest, which leads to purchase, which leads to sharing, which creates more awareness. The funnel isn't a line, it's a circle. Lucas: Well, and that's the thing. Traditional funnels are linear — you pour people in the top and hope they come out the bottom. Liquid Death's funnel is more like a vortex. Every stage feeds back into the top. And that's why they've grown so fast without a massive advertising budget. Luna: Speaking of which, I read that they spend a lot on digital ads, but they make it back because their organic content does the heavy lifting. Is that fair? Lucas: Yeah, they do invest in paid social, but they're smart about it. They use paid ads to boost their funny videos to a wider audience, but the content itself is designed to be shared organically. So they're paying for the initial spark, but the wildfire is free. Luna: It's a good reminder that paid media isn't dead — it's just a catalyst. The content still has to be good enough to spread on its own. Lucas: Exactly. And that's where a lot of brands fail. They think a viral video is just luck, but Liquid Death treats it like a science. They test everything — the packaging, the tone, the jokes — and they double down on what works. Luna: So what's the takeaway for a small business owner listening? I mean, not everyone can build a cult around canned water. Lucas: The takeaway is that you can disrupt a boring category by being bold and consistent. Liquid Death didn't invent water, but they invented a persona. You can do the same for your product, even if it's mundane. Find a voice that stands out, and don't be afraid to alienate a few people. Luna: That's actually a great segue to something I've been thinking about. If today's conversation sparked an idea you've actually used in your own marketing, maybe consider supporting the show. It's what keeps us ad-free and doing deep dives like this. Lucas: Yeah, if this felt worth a coffee to you, you can buy me one at buy me a coffee dot com slash fexingo. No pressure, just a way to keep the lights on. Luna: And it genuinely helps us keep doing these breakdowns. Now, back to Liquid Death — I want to dig into their sustainability angle, because that's actually a big part of their positioning. Lucas: Right, 'death to plastic' is more than a tagline. They donate a portion of profits to environmental groups, and they recently launched a line of aluminum bottles that are infinitely recyclable. But here's the twist: they're not preachy about it. They make sustainability cool by attaching it to this rebellious brand. Luna: That's smart. They're not selling guilt, they're selling identity. You're not just buying water, you're joining a movement. Lucas: And that's why their customers are so loyal. They feel like they're part of something bigger. It's not just about hydration; it's about sticking it to the plastic bottle industry. That emotional connection is what turns a casual buyer into a brand evangelist. Luna: But let's be real — is there a risk of the joke wearing thin? I mean, how long can you keep saying 'murder your thirst' before people get tired of it? Lucas: That's a fair challenge. They've been running for over seven years now, and they're still growing. I think the key is they don't take themselves too seriously, and they constantly evolve. They've expanded into iced tea, flavored sparkling water, and even a soap called 'Death to Grime.' They're not just one joke — they're a universe of absurdity. Luna: So the brand is less about a single product and more about a personality that can extend anywhere. That's a powerful asset. Lucas: It is. And it's a reminder that in a crowded market, personality can be your biggest differentiator. People don't just buy products; they buy stories and identities. Liquid Death gives them a story worth telling. Luna: I think that's the perfect place to leave it. Thanks for listening, and we'll be back next time with another marketing funnel deep dive.