Liquid Death uses energy drink-style marketing to sell one of Millennials & Gen Z’s favorite drinks: water. The brand believes they’re filling a new niche by coupling young consumers’ love of healthification with marketing that appeals to youth by being “even more punk and f[@#]k-you than energy drinks.” So far Liquid Death’s in-your-face strategy is working: they’ve racked up over 1.2 million views using only $600 in paid media. (Adweek)
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