This issue of our newsletter brings you an anecdote of marketing ingenuity and offers a sip of creative inspiration that might just quench your thirst for out-of-the-box thinking. Our narrative unfurls around a recent product launch with a story so captivating; it’s bound to energize your marketing strategies.
Liquid Death’s Unconventional Twist
A refreshing reminder of marketing brilliance comes from our client, a Gen Z expert, who was recently featured in a story about Liquid Death marketing to Gen Z. You can read the full story here.
Liquid Death is a company that’s crushing the beverage industry with a valuation of approximately $1.4 billion. It’s not every day you see a brand revamp the bottled water market with such radical charisma, completely captivating a whole new demographic!
The more we researched this brand, the more we drank and wanted to drink their Kool-Aid. Here’s a tale o some true marketing brilliance to inspire us all:
“Armless Palmer” vs “Dead Billionaire”
Imagine the audacity to remix an Arnold Palmer; then fathom the quirky genius branding of calling it “Armless Palmer.” But creativity, as daring as it seems, sometimes ripples into waves of controversy. Cue a noteworthy figure taking offense and prompting a potential legal tiff.
On Liquid Deaths social media they posted the story –
“If you like our Armless Palmer tea/lemonade, then you’re going to love our new Dead Billionaire tea/lemonade. Why? Because it’s the exact same thing, only now it has a way cooler name that won’t require us to fight a senseless legal battle with a large enterprise who sent us a letter saying we can’t use the word “Palmer” and who is also partnered with a giant iced tea corporation. Both of whom have more money to burn on legal fees than we do. “
And so – a new/old drink Dead Billionaire was born.
The Marketing Checkmate
Liquid Death’s response? A marketing masterstroke that deserves a standing ovation. Rebranding their drink to “Dead Billionaire” not only turned a potential setback into a win but also served as a testament to the power of truth, transparency, and humor.
Now, their tea/lemonade combo isn’t merely a beverage; it’s a narrative, a collector’s item, a testament to how a brand can turn a legal lemon into lemonade.
Celebrate the Wit and Humor
We’ve all been there—cornered by a sour marketing situation—but Liquid Death’s maneuver is a lesson in strategic innovation. When in doubt, channel the power of authentic communication to connect with your audience, living or… otherwise.
✨ Be Dead Brilliant in Your Launch
If their story left you craving for similarly spectacular product launches, remember that boldness brews brilliance. Got your own creative concoction ready to pour into the world? Don’t bottle it up, reach out to us! Our team revels in bringing forth groundbreaking ideas and can help launch your next big hit.
Reach out today, and together, we’ll craft a product launch that’s truly alive with possibility.
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Thanks for reading.
Here’s to your success,
Margot Black
