Liquid Death is a canned-water company founded by Mike Cessario and which, as you can tell by the name, engages in some cheeky branding—its tagline is quite literally "murder your thirst." But the brand runs in some playful (and some might consider risky) external campaigns, as well. In 2022, Liquid Death is criticizing a Georgian voting law that it finds absurd.
Last year, the state of Georgia made it "illegal to pass out water [as well as food] to voters in line." Liquid Death ran a satirical campaign, in partnership with the nonpartisan voter participation nonprofit HeadCount. The campaign will "hand out thousands of cans of water to voters across Georgia (within the legal parameters) to help increase awareness about the suppression law and motivate people to vote."
Law-Criticizing Ads
Liquid Death Highlights the Absurdity of a Georgian Law in a New Campaign
Trend Themes
1. Political Satire Marketing - Brands leveraging humorous campaigns to criticize or highlight political issues, providing disruptive marketing opportunities.
2. Eco-friendly Packaging - Companies shifting from plastic bottles to environmentally friendly alternatives, like canned water, create innovative solutions for the beverage industry.
3. Corporate Activism - Brands taking a stance on social and political issues to align with consumer values, driving brand loyalty and consumer commitment.
Industry Implications
1. Beverage Industry - Innovative packaging, marketing, and advocacy can create opportunities to disrupt the traditional beverage market and appeal to conscious consumers.
2. Advertising & PR - Agencies can tap into political events and social causes to create compelling campaigns that reflect brand values and encourage consumer engagement.
3. Non-profit Sector - Creating strategic partnerships between businesses and nonprofit organizations can amplify social impact and support mutual goals for both parties.