Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages / How Liquid Death's Marketing Funnel Turned Water Into a Movement
Transcript
- Lucas: So, there's a water company that sells canned water, and its marketing is essentially built on the idea of murdering your thirst. And it's not a niche joke brand — it's actually scaled into a serious business. Luna: Liquid Death. I mean, the name alone is a masterclass in grabbing attention. Lucas: Exactly. And look, this is a marketing show, so if these conversations have actually sparked something you've used in your own work — a framing, a tactic, even a single idea — a handful of listeners keep this whole thing going by chipping in a few dollars a month at buy me a coffee dot com slash fexingo. It's completely listener funded, no ads, and honestly, that support is what lets us keep digging into these stories. Luna: And it's a small group, but it genuinely makes a difference. Okay, so back to Liquid Death — how did they actually build the funnel from awareness to action? Lucas: Let's start with awareness. They didn't just launch a product — they launched a persona. The brand is literally a skeleton on a can, with a tagline that's as aggressive as the name. That's what makes it shareable. People post about it because it's provocative. Luna: Right, it's almost like the product is the ad. Lucas: Yeah, and that's a core trick. The can itself is the ad, sitting in a fridge or in someone's hand at a festival — it's free exposure. They also leaned into social media early on, with absurdist videos and memes that fit the brand's voice. The awareness stage is all about getting noticed, and they did it by making the brand impossible to ignore. Luna: But how do you move from 'that's funny' to 'I'll actually buy a case'? The interest stage must be tricky for a product like water. Lucas: That's where the storytelling comes in. They position the water as 'death to plastic' — it's not just canned water, it's a stance on the environment. That gives people a reason to care beyond the joke. The interest is sparked by the humor, but it's sustained by the mission. Luna: So the decision stage is really about aligning values with purchase. Lucas: Exactly. And they reinforce that at the point of sale. The packaging is bold, the messaging is consistent, and they offer limited-edition flavors and can designs, which creates a sense of scarcity. That nudges people from 'I like this' to 'I should get it now.' Luna: And then the action stage — is it just a one-time purchase, or do they build loyalty? Lucas: They've got a subscription model, but more interestingly, they build community. They have a loyalty program called the 'Death Club' with exclusive merch and early access. That turns a purchase into membership. Luna: So the funnel isn't just about making a sale — it's about creating repeat behavior. Lucas: Right. And that's what makes the funnel sustainable. They're not just acquiring customers; they're fostering a tribe. The social proof from other members, the shareable content — it all feeds back into awareness, so the loop keeps spinning. Luna: It's almost like a flywheel. Lucas: Yeah, a flywheel is a good way to put it. And the numbers back it up — they've grown to tens of millions in revenue, and a huge chunk comes from repeat purchases. The brand has basically become a lifestyle, not just a beverage. Luna: So what's the one takeaway for a marketer who doesn't have a skeleton on a can? Lucas: I think it's that a strong brand persona can carry you through the entire funnel, as long as it's authentic and consistent. The awareness, interest, decision, and action stages all reinforce the same story. Luna: And that's the thing — they never broke character. Lucas: Never. Even their customer service tweets are in the voice of a death-metal band. That consistency builds trust, and trust is what moves people down the funnel. Luna: It's fascinating how a joke can become a business model. Lucas: It's not just a joke though — it's a pointed critique of single-use plastic, wrapped in humor. That's a serious message that people can get behind. Luna: So the humor is the hook, but the mission is the substance. Lucas: Exactly. And that's a lesson for any brand: if you can find a way to be memorable and meaningful at the same time, you've got a shot at building a real funnel. Luna: I'm curious about the decision stage specifically — how do they handle objections? Like, why would someone pay more for canned water when tap is free? Lucas: They reframe the value. It's not just water; it's a statement. You're buying a piece of the rebellion against plastic. And that's worth a premium to the right audience. Luna: So it's about positioning, not price. Lucas: Right. And they support that with content that reinforces the mission — like videos of their recycling efforts or collaborations with environmental groups. That gives buyers confidence that their choice is making a difference. Luna: And then the action stage — buying a case, subscribing — it's almost like a badge of honor. Lucas: Yeah, people post their fridge stash on Instagram. The consumption itself is a marketing asset. Luna: That's brilliant. So the funnel is essentially self-perpetuating. Lucas: It is. And it's a great example of how a clear brand identity can simplify the entire marketing process — you're not fragmenting your message across different channels. Luna: So what's the risk? Does this strategy work for every product? Lucas: Probably not. If you're selling enterprise software, a death-metal persona might not land. But the principle — having a distinct, consistent point of view — applies everywhere. Luna: I think that's a fair takeaway. It's not about copying Liquid Death; it's about finding your own authentic voice. Lucas: Exactly. And that's the beauty of studying these cases — you take the underlying mechanics and apply them to your own context. Luna: Alright, so if someone wants to dig deeper into Liquid Death's actual marketing tactics, where should they start? Lucas: I'd say look at their social media strategy — it's a masterclass in consistency. And also check out their website's copy; everything from the product descriptions to the FAQ is on-brand. Luna: And I'd add that their limited-edition drops are worth studying — they create a urgency that's rare in the beverage industry. Lucas: Yeah, that's a good point. They treat water like a streetwear drop, and that's what makes it collectible. Luna: It's a clever twist on the classic funnel — they've essentially gamified the awareness and action stages. Lucas: And they've done it without diluting the brand. That's the hard part — staying true to the core idea as you scale. Luna: So, bottom line: what can we learn from Liquid Death for our own marketing funnels? Lucas: I'd say, first, make your product shareable — the packaging should sell itself. Second, build a consistent brand personality that carries through every touchpoint. And third, turn your customers into advocates — give them something to rally around. Luna: And maybe, just maybe, a little bit of dark humor helps. Lucas: It certainly doesn't hurt. Thanks for listening, and we'll see you next time.