11/18/2023 0 Comments Liquid death super bowl commercialGuitarist Glenn Tipton once remarked that he could taste the metal on his tongue as he passed a steel mill on the way to school. They grew up in the Birmingham area where steel works, coal mines, and other industrial workplaces dominated the landscape-a region called the Black Country. The members of Priest understood the strikers. (Funnily enough, British Steel became their first gold album in America two years later, and was certified platinum a few years after that.) But the song was not about promoting crime, despite the song’s cheeky video where the members of Priest subdued a bank’s employees and customers with their loud music so they could break into a vault…and steal a gold record. Halford has mentioned that, to write the lyrics, he placed himself in the shoes of someone who was downtrodden, like so many of those striking. If you did you’d find yourselves doing the same thing too You don’t know what it’s like, you don’t have a clue I’ve had every promise broken, there’s anger in my heart So much for the golden future, I can’t even start That’s why it’s our brand of the year.Singer Rob Halford has said that the title came out of thin air, and soon enough he was immersed in a character who felt a sense of desperation as he drifted around looking for work, feeling he was invisible to the world at large as he got into trouble with authority. Liquid Death’s success is entirely down to great marketing and a knack for coming up with attention-grabbing ideas. There is no pretense of product innovation here. It’s hard to think of another brand that demonstrates pure power of good branding like Liquid Death. Perhaps the most surprising celebrity partnership was for Halloween, where Liquid Death worked with TV personality and former jailbird – Martha Stuart – to launch a $58 scented candle called Dismembered Moments, which takes the shape of a life-sized severed hand holding a can of Liquid Death Mountain Water. It made a spot with Wiz Khalifa in which the rapper fills his bong with Liquid Death, and another campaign with overweight stand-up comedian Bert Kreischer performing a satirical 80’s-style workout video. It hired adult-film star Cherie DeVille to front an ad about Liquid Death’s environmental credentials (because it comes in a can, not a plastic bottle). It has created a Super Bowl ad which made light of its ambiguous packaging by showing young kids acting wild at a party while swigging from cans of Liquid Death. This year alone the brand has had more creative highlights than most brands manage in a decade. His view is that Liquid Death will win more followers and fans by putting out content that entertains, and he’s not overly worried about making ads that please everyone. The brand’s advertising philosophy has been shaped by its CEO, Mike Cessario, who previously worked as a creative director at various agencies across the US. In October, the company was valued at $700m following a Series D funding round. Since it launched in 2019, Liquid Death has grown from just $3m in revenue to an estimated $130m in 2022. And the brand caught a lot of people off guard with its success. Liquid Death put its water into beer-like tallboy cans decorated with melting skulls and invited its customers to ‘murder their thirst’. The bottled water category was dominated by plastic packaging, and brands that talk about babbling brooks and make promises about rejuvenating hydration. Liquid Death is the epitome of a brand that upended its category by being brash and different.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |