It’s called exactly Liquid Death, that is, Liquid Death, a startup that is being talked about a lot online these days. It’s mostly talked about on social media, where he has a total of over 8.3 million followers (5 million on TikTok alone), that is, more than four times the closest competitor, which is Evian.
Competitor because what this small company sells, founded in 2017 in Los Angeles by a certain Mike Cessario, it’s water. Canned water, to be precise. Water in various flavors, even sparkling water, but essentially water.
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Among the investors, Live Nation and Josh Brolin
About ten days ago, Liquid Death has received $67 million in new funding which brings its overall value above 1.4 billion, i.e. exactly double compared to a couple of years ago. Among the supporters are the actor Josh BrolinDeandre Hopkins, American football star, comedian Neal Brennaninvestment funds such as SuRo Capital and Gray’s Creek Capital Partners and above all an events giant such as Live Nation, which has an exclusive agreement from 2021 with Liquid Death to supply drinks for concerts and the like.
Till today, according to recent data (these), the startup is present in more than 110 thousand stores between the United States and the United Kingdom and sold over 260 million dollars of merchandise in 2023. The figure refers only to shops, because in reality the company’s products can also be bought online, even in Italy (indeed, as specified on the site, “Free shipping to Italy on all orders above €120.00”). They don’t come cheap: on Amazon, for a pack of 12 cans you spend almost 40 euros. Which is objectively a lot of money, for a little water.
tiktok: a recent video of Liquid Death
Gli slogan: da Death to Plastic a Berry it Alive
Ai Liquid Death customersespecially young and very young people, the cost seems to matter little: Cessario’s company was good at building its image on a communication strategy decidedly outside the box, which combines the irreverence of Taffo with the iconography of Monster Energy and the imaginary goth and evidently twenty-year-olds really like it.
The startup is called this way both because water allows you to “kill thirst” (and therefore to cause his death) and because one of his best-known slogans is Death to Plastic, that is Death to Plastic: the cans are made of aluminum, which is universally recognized as an “infinitely recyclable” material. Other phrases that have characterized communication on social media, often accompanying ironic and irreverent videos, are Berry it Alive (a play on words with the words “bury”, that is, to bury, and “berry”which describes berries), Cherry Obituary (the “obituary to the cherry”), Squeezed to Death (in Italian, “squeezed to death”), Grim Leafer (in English, death is “grim reaper”, that is, the “grim reaper”) and indeed “murder your thirst”, i.e. “quench your thirst”.
These slogans, combined with the inevitable message in favor of the environment, against plastic, waste and pollution, have definitely hit the mark and Liquid Death’s clientele continues to grow. He does this despite the fact that there is no shortage of them on social media criticism, from those who point out that “they are like Starbucks”, that “they sell us something we already have”, that “they created a new need that we didn’t need” and above all that “it’s just water”. Which is in fact true, except that at the moment it is water worth billions of dollars.
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– 2024-03-31 07:47:41
