Liquid Death: Strategic, supportive and snarky

[fomayof928@mowline]

Irreverence to convention is core to Liquid Death’s brand. But so is transparency. The water brand is currently worth $700 million, a testament to the effectiveness of its particular edginess. It stands out in a market full of water brands—typically available in plastic containers—as the anti-establishment choice.

When responding to customers on social, they don’t adopt a professional persona that would counter their brand. Instead, they curse and communicate succinctly, while still acknowledging customers’ questions uk b2b leads and pain points. Even when the issue isn’t their fault, like in this example.

A screenshot of an exchange on X between Liquid Death and a dissatisfied customer. Liquid Death responded they were "sorry for the shitty experience," and worked to resolve the situation.

They approach care as an arm of their content strategy, using it as an opportunity to emphasize their competitive differentiator: no plastic. Of course, they do it in their own morbid way.

A screenshot of Liquid Death responding to a customer on X, where they disparage their competition for using plastic that takes over 400 years to degrade.

The play: Adopting an irreverent, snarky brand voice on social is absolutely not for everyone. But it works for Liquid Death because these traits are baked into their brand DNA. The most important thing to pay attention to in their customer interactions is how they prioritize: