‘We taser them’: Liquid Death on turning hate comments into content
Embracing its “entertainment-first marketing” strategy, the brand takes an unconventional approach to hate comments – turning them into content.
Liquid Death has been widely praised for its approach to marketing in an otherwise unexciting category.
Yet disrupting an industry isn’t without its sceptics. Speaking during Cannes Lions in June, Marketing Week columnist Mark Ritson labelled Liquid Death a “little brand with questionable profitability and a short-term future”.
However, the water brand has an unconventional way of responding to hate comments and turning them into content.
“A lot of brands cower and accept that hecklers’ veto,” senior vice-president of marketing Dan Murphy explains. “On the flip, we take those comments and create albums.”
