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It’s clear that Liquid Death interrupted the drink market with its edgy and dangerous non-traditional branding, extremely engaging digital marketing techniques and defiant marketing projects, consisting of skull images and dark colors that set them far apart from standard public utility.
In a comparable method, Plunge cold plunge tubs developed themselves as the most wanted and most popular cold plunge tub in the market by creating the sleekest looking tub at a more cost effective rate point than tubs with comparable looks.
This previous month, Liquid Death and Plunge integrated their trailblazing minds to release the ‘Freeze to Death’ Cold Plunge. “Step into the void with Liquid Death x Plunge– the ice can that’s not simply cold, however death-defyingly cold,” is what Plunge shared on their site, in addition to “This upright cold plunge lets you immerse in a suspenseful, full-body freeze, best for those who live life on the edge.”
As a limited-edition partnership, just 300 of these were made, developed for outside usage, and retailed for $5,990. They consisted of a chiller, insulated cover and certificate of credibility.
I had the enjoyment of talking to the Co-Founders and co-CEOs of Plunge, Michael Garrett and Ryan Duey, and the Marketing Director for Liquid Death, Greg Fass. From my observations of this project and discussions with them, listed below are 5 Lessons that business owners can learn more about unforgettable and reliable marketing technique.
1. Do what no one else is doing
In this case, Liquid Death welcomes a defiant and punk visual, unlike other water brand names out there. With an objective to “murder” plastic bottles driven by their unconventional tagline, “Death to Plastic Bottles,” the brand name preserved its shock-value messaging with the “Freeze to Death” project.
For this partnership, the brand names were rather unassociated, yet both welcomed the concept that they were releasing an unanticipated item. The healing style was a creative play, considered that both brand names can be connected to remediation and self-improvement through hydration and general psychological and physical health.
By generating humor and irreverence, the cooperation won considerable engagement and direct exposure, providing “ice cold water” in a totally various method than one would anticipate– and, more notably, in such a way that nobody had actually done in the past.
Fass discussed this to me as “attempting to win the web for the day … to put it simply, take on the memes, celebs and other material that’s out there to captivate audiences and look for to win!”
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2. Take advantage of patterns and seasonality
While Liquid Death CEO and previous hard rock skateboarder Mike Cessario is currently understood for his imagination and enthusiasm for health, the collaboration was fantastic thinking about the increase of the cold plunge pattern in America. The 2 brand names currently had a terrific relationship and shared regard for each other.