Three bottled water trends to rival Liquid Death campaign that vows to ‘murder your thirst’
- Former Netflix creative director’s US$2 million start-up sells canned drinking water called Liquid Death, which sells on Amazon for US$1.83 a can
- Other brands have used gimmicks like ‘raw water’ that was good for the body, and ‘off-the-grid’ alternatives to tap water, as their selling points
News last month that a former Netflix creative director raised almost US$2 million for a start-up selling canned drinking water called “Liquid Death” – with the tagline “murder your thirst” – was met with derision online.
The water sells for US$1.83 a can in 12-packs on Amazon, and comes with the warning: “This water may give nightmares to persons under 18 years of age.”
The brand claims the product is 100 per cent premium mountain water “straight from the Alps, pH8.2 [naturally alkaline], ice-cold infinitely recyclable cans” that “instantly decapitates your thirst”.
An animated ad features a hulking humanoid version of Liquid Death on a rampage, bloodily dismembering people drinking the water.
CEO and co-founder Mike Cessario, who worked on Netflix hits including House of Cards and Stranger Things, told Business Insider that Liquid Death looked cooler than bottled water and would appeal to “straight edge and vegan punks” because the company will donate five cents from each can sold to help clean plastic from the oceans.