Latest / The Marketing Funnel Podcast with Fexingo: Awareness, Interest, Decision, and Action Stages / How Liquid Death Turned Water Into a Marketing Funnel
Transcript
- Lucas: So Luna, I was at the grocery store over the weekend, and there it was again — that tall, black can with the skull on it. Liquid Death. It's everywhere now. But what struck me wasn't the product itself, it's how they've built an entire marketing funnel around what is essentially... water. Luna: Right? It's water in a can, but they make it feel like a rebellion. I think there's a lot to unpack there. So what's the angle for today? Lucas: I want to look at how Liquid Death moves someone from 'what is that?' to 'I'm going to buy a case of that.' And it's not just one clever ad — it's a carefully engineered funnel that plays on curiosity, identity, and a bit of mischief. Luna: I'm already curious. So where does it start? At the top of the funnel, what are they doing to grab attention? Lucas: The awareness play is loud and unapologetic. They've leaned into stunts and viral moments. Like when they ran a fake commercial claiming their water was 'death-proof' — that got millions of views. The name itself is a hook. It's designed to make you do a double take. And once you see it, you can't unsee it. Luna: So the product itself is almost secondary. The brand is the hook. But don't they also do a lot with limited-edition cans and collabs? I've seen those on social. Lucas: Exactly. That's part of keeping the interest stage alive. They treat their cans like collectibles. They've dropped flavors like 'Severed Lime' and 'Berry It Alive,' and they've done collabs with artists and even a horror movie. Each drop is an event. People line up online to get them before they sell out. That's not just interest — that's engagement. Luna: And if you miss a drop, you're kind of left with FOMO. That's a classic scarcity play. So how do they turn that interest into a decision? I mean, it's water — there's not a huge difference between brands for most people. Lucas: That's the challenge, right? The decision stage is where they have to overcome the 'it's just water' barrier. And they do it with a mix of sustainability and identity. Liquid Death is sold in aluminum cans, which are infinitely recyclable, and they're a certified B Corp. So choosing Liquid Death feels like a choice for the planet. Plus, the brand makes you feel like a certain type of person — someone who doesn't take themselves too seriously but cares about the environment. Luna: So it's kind of like, 'I'm not drinking boring water, I'm drinking water that has a personality.' That's a strong pull. And then the action stage — that's where they really get you with the subscription model, right? Lucas: Yeah, their website pushes a subscribe and save model hard. You can get a case delivered every month, and they make it easy. They also do a pretty generous referral program — you get a free case if you get a friend to sign up. That's word of mouth on steroids. Luna: word of mouth, but they've systematized it. It's like a built-in growth loop. And I guess that's the real lesson here — they've built a funnel that doesn't just end at the purchase. They want you to become a brand evangelist. Lucas: And they make that easy. The can design is a conversation starter. You bring a Liquid Death to a meeting or a picnic, people ask about it. The brand does the marketing for you. Luna: It's almost like they've turned the packaging into a billboard. I'm thinking about how this applies to other brands. Not every product is going to have that kind of personality. But there's something to be said for creating a strong point of view. Lucas: And that's the key. Too many brands try to be everything to everyone. Liquid Death picked a lane and committed. Even the copy on their cans is pure brand voice. It's consistent from the top of the funnel to the bottom. Luna: So if you're a marketer listening, what's the one thing you should take away from Liquid Death? Lucas: I'd say, don't be afraid to have a personality. If you can make your product even a little bit fun, people will do the sharing for you. And that's what makes the funnel work — it's not just you pushing, it's your customers pulling. Luna: That's a great point. And you know, it's funny — we were just talking about how Liquid Death gets people to spread the word, and that's kind of what we rely on too. If these conversations have sparked something you've actually used, or even just made you think differently about marketing, a couple of bucks a month is genuinely what keeps these going. Buy me a coffee dot com slash fexingo. Lucas: Yeah, it's a small thing that makes a big difference for us. We appreciate it more than we can say. Luna: But back to the funnel — I want to circle back to something you said earlier about the subscription model. How are they retaining people? Because the real cost is in acquisition, right? Lucas: Retention is where they shine. They've got a loyalty program called 'Death Rewards' — you earn points for everything from buying cans to recycling them. And they don't just give you coupons; they give you access to exclusive merch and even chances to win weird prizes. It's all about making you feel like part of the club. Luna: So they're building a community, not just a customer base. That's smart. And it's a lot more defensible than a one-off sale. Lucas: Exactly. And that community feeds back into the top of the funnel. People post their cans on Instagram, they get asked where they got them, and the cycle repeats. It's a self-sustaining loop. Luna: It's like they've built a machine. So, given all this, what would you say is the most underrated part of their funnel? Lucas: Honestly, I think it's the simplicity. They sell one product. They've not diluted the brand with a dozen flavors or variations. They've doubled down on what works. That focus is rare. Luna: That's a good note to end on. Focus, personality, and a funnel that turns customers into fans. Thanks for diving into this with me. Lucas: Always a pleasure. And if you're listening, think about how you can add a little Liquid Death energy to your own marketing. It might just work.