This kind of humour is an important tool in Liquid Death’s marketing and helps the brand to differentiate itself in a fairly dull and homogenous category, throwing the clichés of water advertising out and opting for skulls and messages of ‘Murder your thirst’ and ‘Death to plastic’ instead.Ĭessario also told us: ‘We want to be one of the best things that consumers see that day because we have to compete with hilarious influencers, fitness athletes and movie trailers.

Martha Stewart’s mix of wholesomeness and edginess (she spent six months in federal prison in 2004 for tax evasion, and is good pals with Snoop Dogg) in particular makes her a surprisingly perfect brand ambassador, selling the Dismembered Moments joke with aplomb (and also selling the quality of the creepy candle too). Homespun hit / When Contagious interviewed Liquid Death for our 2021 Brand Spotlight, CEO Mike Cessario said: ‘Why would you want to follow a fucking water brand that just posts photos of their bottles all day? If we create actual entertainment and not try to just sell, sell, sell, it will naturally create that fandom for Liquid Death that you can’t even buy with money.’ The Dismembered Moments candle is a great example of this in action, as is the gruesomely humorous social film, which is fun, entertaining and unexpected.

Martha stewart halloween magazine 2022