Despite its ghoulish aesthetics, Liquid Death’s community is surprisingly wide: “people drink things and they like to laugh” adroitly summarized Liquid Death creative VP Andy Pearson in an interview with The Food Institute.
This has put them in a unique position with the 70+ brands endeavoring to collaborate with the irreverent water manufacturer.
A masterclass in marketing, Liquid Death has built its business on collaborations that lean into a playful morbid tone. And consumers love it. In 2024, it ended the year with $333 million in revenue, up 26.6% from the year prior. Before that, the brand sustained triple-digit growth every year since it began selling in 2019.
Recent slowdowns likely result from hitting the saturation point with Liquid Death’s market niche, but as the brand’s growth mediates, it is ramping up its collaborations with industry stakeholders.
Supporting the next era of growth, Pearson notes it looks out for brands that are aligned with Liquid Death in “best-in-class marketing and creative firepower.”
“Sometimes we’ll pick collaborators that make a lot of sense paired up with us. But even more often we like to find other brands and people who it feels like we’d never be in the same room with,” Pearson said.
“It makes the work … inherently interesting.”
Last month, Liquid Death created a pop-up immersive experience with convenience chain Sheetz to offer a chainsaw-sliced sandwich with the purchase of a Sheetz sandwich and a Liquid Death.
Here, what Pearson defined as “creative tension” led to an authentic social-media-worthy moment that keeps the brand top-of-mind.
On the more tame end, the brand recently teamed up with cereal brand Post on a Fruity Pebbles cereal-flavored sparkling water, named Cereal Criminal. The offering was uncanny, translating the experience of childrens cereal and milk to a better-for-you carbonated beverage, and integrated the cereal’s bright branding into Liquid Death’s edgy iconography.
Other collaborations include a partnership with Cineverse on the theatrical release of The Toxic Avenger with a high school-themed PSA that leans into the “campy,” theatric nature of the film with the monstrous undertones of both brands.
Another honorable mention includes a collaboration with the late Ozzy Ozbourne who earlier this year partnered with the brand to merchandize empty cans that he drank from and crushed for $450 each.
Phygital World, Physical Experience
Pearson explained that these collaborations go beyond traditional brand partnership help to foster special moments for their community while giving them physical media to cherish.
“I like to think of it as 3D comedy,” said Pearson. “It’s not just about making a funny ad. It’s about literally bringing a funny idea into existence … and then of course there’s a hilarious video attached to it.”
“But then the best part is that – if it’s a limited-edition item – anyone can go out and get it, so they get to actually own a little piece of this hilarious thing. It makes comedy that’s tangible and personal somehow, which is really cool.”
This approach works. Liquid Death’s community creates brand ambassadors that are willing to engage with the brand through multiple touchpoints. Plus, more than 300 people have decided to take the plunge and get tattoos inspired by the brand on themselves.
“We’ve met people at parties that tell me they can’t wait to open every email that we send. None of that is normal. But I think it’s a reflection of how much we truly love and appreciate people who drink Liquid Death,” said Pearson.
Consumers are responding to Liquid Death’s authenticity, a concept that Pearson noted has led to inspiring levels of brand devotion, especially during a time where consumer loyalty is plunging.
Sarah Jankowski, director of user growth and integrated marketing at Shopkick, told FI in a conversation about F&B marketing tactics, that consumers, especially younger generations, respond positively to brands who emphasize authenticity through collaborations with bonus points for products with health value propositions.
Liquid Death hits the sweet spot, which is likely why they’re killing it with younger audiences. Of the 16% of Americans that have tried a Liquid Death beverage, Gen Z and Millennials account for roughly 80% of Liquid Death’s consumer base.
Source: Tap Twice Digital
Jankowski also explained that consumers today care about how brands can offer a better experience.
“In this highly competitive and price-conscious atmosphere, the winning brands are the ones who deliver a positive, 360-degree customer experience,” she said.
“Brands need to meet consumers where they are and build a relationship that’ll get them to follow on social media and follow them into stores where the consumers will eventually purchase products… [and refer them] to their own networks.”
This approach has worked for Liquid Death, who’s following includes over seven million Instagram and TikTok followers each.
Beyond brand success, Pearson explained that his time has with the company has been filled with life lessons.
“If I’ve learned anything at Liquid Death it’s that if you’re having fun, people will have fun back at you,” he said.
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