Now, I have big hands, massive really-it’s a genetic thing. I’m in the middle of the fray-God, I look cool, full-tilt punk rock, crushing skulls, and holding a can of Liquid Death Mango Chainsaw Sparkling Water. You’re by the merch booth checking out the T-shirts when you spot me in the mosh pit. If you can’t recognize that as badass, you’re probably just a sheep that only purchases products from the millions of safe sans-serif brands like Jeep, and Spotify. I’m talking huge, evil, died in the gutter serifs. That’s some serious Edgar Allan Poe shit. And trust me, as someone who is wearing a spiked dog collar as I type this, skulls are the epitome of cool.Īlso, look at the heavy black lettering. See that gnarly skull disintegrating as if it were gleefully heading toward-not away from, but toward-a nuclear explosion? If you’re a square, you might mistake the skull for some sort of wimpy fruit. But as a genuine straight-edge punk, I’m here to say that the new Liquid Death Mango Chainsaw Non-Alcoholic Sparkling Water branding is not only hardcore, but it tastes wickedly good too.ĭon’t believe me? Check out the graphics on the can. Their “evil mission” downright patronizing. We’re always thinking about being more like Saturday Night Live and less like a commercial.”įor more, sign up for The Drum’s daily US newsletter here.To someone outside the scene, someone who isn’t hip, Liquid Death’s water-in-a-can packaging might appear to be a gimmick. “We’re always going to push this brand in a PG-13 way. “We’ll continue to find fun ways to work with our ambassadors,” says Cessario. Steve O has already had the brand tattooed on his neck and Tony Hawk put his blood in a limited-edition skateboard. On deck next for the brand is more activity from its celebrity ambassadors, which include Metallica, Travis Barker, Steve O from Jackass, Wiz Khalifa, Tony Hawk and comedian Bert Kreischer. It has spawned countless knock-offs including, ‘Is it delivery or is it DiGiorno?’ But Liquid Death’s taste test is the first to involve imported squid ink ($58). The Pepsi Challenge debuted in 1975 and is credited with sparking the cola wars. It has more followers than Coke and Pepsi – the two brands from the original taste test. Liquid Death is the fifth most-followed beverage brand on social, per the company. But you always have to put stuff out there that feels like it has potential.” It just has to become one of those things. “But you can’t force it or push too hard. “It could be something that people on TikTok, or social, would want to do to fuck with their friends,” says Cessario. The goal is to get Liquid Death fans posting videos to social. ![]() The taste test launches today, along with a message encouraging people to blindfold their closest friends and conduct their own taste tests. ![]() We’re trying to raise the bar in terms of making people laugh.” So we said let’s test Liquid Death against the most expensive stuff we can possibly think of. “Any time we make fun of the marketing tropes, that people are just so tired of, it tends to work pretty well. With this launch “we thought, ‘how do we talk about taste in a way that’s funny?’” says Liquid Death chief executive and co-founder Mike Cessario. “You need the bucket?” asks the person offering the samples. A tallboy of Lobster Béarnaise Sauce ($50), on the other hand, is met with a decidedly different reaction. In a video launching today, most of the tasters appear to enjoy the new flavors. The new sparkling water flavors – Berry It Alive, Mango Chainsaw and Severed Lime – are naturally sweetened with agave and retail for $1.99. The brand blindfolded 17 real people and asked them to compare its new flavored sparkling waters with some of the most premium liquids money can buy. ![]() That’s why ‘The Liquid Death Blind Taste Test’ is decidedly different.
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