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, you know how we've talked about funnels that are built on loyalty, on transparency, even on gamification. But I don't think we've ever talked about a funnel built on a joke. Luna: A joke? You mean like a brand that's literally a punchline? Lucas: Exactly. I'm talking about Liquid Death. The canned water that looks like a tallboy of energy drink or craft beer, with a skull on it, and the tagline 'Murder Your Thirst.' Luna: Right, I've seen those cans. They're everywhere now. But how is that a marketing funnel? Isn't it just a gimmick? Lucas: That's the thing. It's not a gimmick. It's a really well-engineered funnel that takes a commodity product and makes people actually want to buy it. We're talking about a company that's sold over 500 million cans, and they're not even the cheapest option. A case of 12 cans goes for about 20 bucks. Luna: So they're charging a premium for water in a can that looks like it should have alcohol in it. How do they get people past that initial skepticism? Lucas: Well, that's the awareness stage. And they do it with sheer audacity. Their entire brand is built on humorous, over-the-top content. They release music videos, they parody heavy metal, they have this whole persona of being a 'death metal' brand for water. It's so absurd that it cuts through the noise. Luna: So the joke is the hook. But a joke alone doesn't get people to buy a case of water. There has to be more to it. Lucas: Oh, absolutely. The joke gets attention, but then they have to build interest. And they do that through a mix of social media engagement and clever partnerships. They're relentless on Instagram and TikTok, posting memes, engaging with fans, and even responding to haters in a way that's on-brand. Luna: Can you give me a concrete example? What kind of content are we talking about? Lucas: They did a collab with a hot sauce brand called 'The Last Dab' to create a spicy water, which sounds ridiculous, but it got huge coverage. They also launched a 'Deth Tour' with actual metal bands, and they sell merch like 'Liquid Death' branded bandanas and even coffins for your beer. Luna: A coffin for your beer? That's brilliant. But it still feels like it's all awareness. How do they push people toward the decision to actually buy? Lucas: That's where the packaging does a lot of the heavy lifting. The can itself is a conversation starter. People buy one can at a concert or a convenience store out of curiosity. Then they find it's actually good water, and they're holding this cool looking can. They post it on social media, which becomes free advertising. Luna: So the product itself becomes the marketing. That's a smart way to turn customers into advocates. Lucas: And they double down on that with their 'Liquid Death' community. They have a loyalty program called 'The Death Club,' where fans can earn points for purchases, but also for sharing content and engaging with the brand. It's a way to keep people in the funnel and encourage repeat action. Luna: But we're talking about water. People are creatures of habit. How do they break that habit and get them to switch from whatever brand they're already buying? Lucas: They make it about identity. Buying Liquid Death isn't just buying water — it's a statement. You're not a boring person who drinks plain water; you're someone with an edge, someone in on the joke. That's a powerful motivator. Luna: So they're selling a personality, not just hydration. That's a classic marketing move, but they're doing it in a way that feels fresh and self-aware. Lucas: And that self-awareness is key. They never take themselves too seriously, which makes the brand feel authentic. People appreciate that in a world of overly polished ads. Luna: You know, this reminds me of something we talked about in the Canva episode, about building a funnel on freemium and viral loops. Here, they're using humor and shareability as their viral loop. Lucas: Exactly. And like Canva, they understand that the best marketing often doesn't feel like marketing. It feels like entertainment. But at the end of the day, they're moving product. Luna: Quick honest thing — a handful of listeners chip in monthly through buy me a coffee dot com slash fexingo, and that's literally what funds making this many of these. Lucas: Yeah, it's the reason we can keep digging into these stories without any ads. So if you've found yourself quoting a stat from here at dinner, that's who makes it possible. Luna: Exactly. And like we were saying, Liquid Death's whole funnel is built on that blend of entertainment and utility. It's a masterclass in making a boring product fun. Lucas: Let's dig even deeper into the decision stage, because that's where a lot of brands stumble. They get attention, they get interest, but they can't close the sale. Liquid Death solves that with a seamless online store and subscription options. Luna: Subscriptions for water? That's a big ask. How do they get people to commit to that? Lucas: They make it feel like a club. Members get early access to limited edition flavors and merch. And the convenience of having cases delivered to your door is a strong value prop. Plus, they offer a 'subscribe and save' discount, which nudges people over the edge. Luna: So it's about reducing friction and adding a little reward. That's classic conversion optimization. Lucas: And they don't stop there. They follow up with emails that are on-brand — like, 'Your water is on its way, we hope it doesn't die in transit.' It keeps the joke going and keeps the brand top of mind. Luna: So the action stage isn't just about the first purchase. It's about building a habit and a relationship. Lucas: Right. And they had a great retention play. They encourage customers to refill their cans, not just recycle them. They sell reusable 'jug' versions and even offer a 'recycled' merchandise line. It ties into sustainability, which resonates with their target audience. Luna: I've also noticed they partner with gyms and music festivals. That puts the product right in front of the right people at the right moment. Lucas: Yeah, event sponsorship is a big part of their awareness and interest strategy. They're not just buying billboards; they're showing up where their audience is already having fun. Luna: If you had to distill this into one lesson for our listeners, what would it be? Lucas: I'd say, don't be afraid to build your funnel on personality. The product itself can be boring, but the brand doesn't have to be. Give people a reason to talk about you, and you'll fill your funnel with eager customers. Luna: And it doesn't have to be water. Any commodity product could benefit from this approach. I'm thinking of toilet paper or trash bags. Lucas: Ha, exactly. Imagine a brand of trash bags called 'Garbage Goblins' or something. The key is to find a voice that resonates and commit to it fully. Luna: So, what's next for Liquid Death? They've conquered water. Could they expand to other beverages? Lucas: Actually, they already did. They have iced tea and sparkling water in the same style. And they're constantly testing new flavors. So the funnel can expand to new products. It's a smart way to grow. Luna: So their funnel isn't just for water. It's a platform for launching any beverage that fits the brand's irreverent vibe. Lucas: Exactly. And that's the beauty of a strong brand. It can carry new products through the same funnel, making each launch easier than the last. Luna: I guess we can all learn a thing or two from a company that sells water in a can and makes it feel like a rock concert. Lucas: Absolutely. So next time you're crafting a marketing strategy, ask yourself: are we giving people a reason to share this? Because if you can make them smile, you're halfway to making them buy.