This is no mean achievement. Coca-cola sold only 9 glasses when they started.
Tag: Marketing
Think Life. Think Leo Burnett!
Do you have a quote you live your life by or think of often?
“When you reach for the stars, you may not quite get one, but you won’t come up with a handful of mud either”. – Leo Burnett.
H2O in a Beer Can. Worth ₹160 crores. Say Cheers!
“Liquid Death” is just water in a can, screams the NBC Business News headline.
The new water can is now a rage in the US and in the UK since its creation in 2017. The brand is now valued at $1.4 billion (about 160 crores in Indian rupees).
The news release says the brand Liquid Death had seen “triple-digit” growth for the third consecutive year, becoming the fastest-growing water and iced tea brand, citing SPINS, a market research group.
Liquid Death took off in part because it was a subversion of all the tropes of bottled water marketing that we’re familiar with, according to founder and CEO Mike Cessario.
The name “Liquid Death” refers to the idea of “murdering your thirst,” as well as “death to plastic,” he says.
(Reminds fans in India of the launch of Coke brand Thums Up, with a tagline reading, ‘Taste the Thunder’, doesn’t it?)
The good news is Liquid Death beverages are packaged in an aluminium can and are recyclable.
The brand now has a commanding fan following on social media, with 5 million on TikTok and 2.9 million on Instagram. And the number is growing.
“The Liquid Death can, to be blunt, looks cool,” says Brad Avery, senior reporter for industry newsgroup BevNET, told NBC News in an email.
By putting non-alcoholic beverages in a package that looks like a beer can, he said, it creates a psychological effect of making it easier for someone more image-conscious to consume.
One inspiration for Liquid Death came when I learned that some musicians who preferred to drink water onstage were pouring it into energy-drink cans for fear of embarrassment, as well as sponsorship requirements, says Cessario, the CEO and founder.
“We first invested in Liquid Death because we believed their brand and community was a great fit for the world of live music,” Live Nation CEO Michael Rapino said in a statement to NBC.
Liquid Death’s appeal means it is poised to take market share from both the water market, the beer and the newly growing non-alcoholic drink market, said Dan Buckstaff, chief marketing officer of SPINS, the market research group.
‘Can vs Plastic’ is what hit that sweet spot, Buckstaff said.
A healthy beverage for all on party occasions is how the brand wins hearts, says Cessario.
Three cheers to a can of ‘Liquid Death’.
The genius of Red Bull marketing – SatPost by Trung Phan
One iconic stunt was to put “empty” Red Bull cans in and around nightclubs and bars to make the product look popular. 👏
https://trungphan.substack.com/p/the-genius-of-red-bull-marketing
To tweet or not to tweet!
Chief Twit. A story.
How selling, buying and sacking occupy almost all the headlines this week?
When two giants meet, they usually avoid sharing their egos. They talk how to share the profits & success in a business.
“The more you tell, the more you sell”. – Ogilvy & Mather
"சென்றிடுவீர் எட்டுத் திக்கும்" 