Liquid Death is a canned water company founded in 2017 with the tagline “Murder your thirst”. The company calls itself “a funny water company who hates corporate marketing as much as you do” with a mission to “make people laugh and get more of them to drink more water more often, all while helping to kill plastic pollution.” Much of the water industry is founded on concepts of purity and seeing that purity in the water, which is why nearly all bottled water is packaged in single-use plastic bottles. Liquid Death aims to change that with its aluminum can packaging. Wellness is a big part of its brand mission, including a use as a designated driver drink. The water category is largely a sea of sameness, with very little differentiation between various brands. Liquid Death’s success lies in being different from other brands and targeting an audience (younger consumers) that isn’t often targeted by other water brands. Quotes “Liquid Death is an evil plan to make the world healthier and more sustainable. We’re doing that through trying to replace sugary and unhealthy beverages with water and replacing single-use plastic bottles with infinitely recyclable aluminum cans.” (Andy) “The (Liquid Death) brand has so many facets to it, people come into it in totally different ways. Some people love the environmental side of it. I’ve heard people say on podcasts, “Oh that sober water, Liquid Death.” We’re not trying to be that, but we want to support anyone making healthier choices.” (Andy) “If you line up the water category, you ask yourself ‘which one of the same do you want?’” (Andy) “My job as the lead creative is to give everyone creative whiplash. That’s the fun part about Liquid Death. You never know what we’re going to do next.” (Andy) “In a world where everyone is trying to build a brand, I don’t think of Liquid Death so much as a brand as it is a character.” (Andy) “We all know how a lot of brand managers manage their brands. It is very regimented. But most of us as humans are not one personality all the time. We have idiosyncrasies.” (Joseph) Transcript 00:00.00 vigorbranding Everyone and today I am here with my friend Andy Pearson he's the vp of creative of liquid death before I hop in. Let's start it off right and crack a nice cold liquid death sparkling water. 00:12.29 Andy A yes. 00:15.26 vigorbranding While I take my first sip Annie say hello and give a little bit of backstory. Yeah cheers brother. 00:21.49 Andy Cheers man hey guys. Um I'm as you said I'm Andy Pearson I'm a vp of creative at liquid death which means basically anything that goes out the door that isn't water is is something that that I kind of look at and and help shape from social ah social stuff we're doing campaign work signage. Ah partnerships um, merch I mean kind of runs the gamut of basically anything that comes out of out of liquid death goes through me and before that I spent about 13 years on the advertising agency side as a. Copywriter and creative director at a number of um, fairly well well well respectced agencies I guess I'd say but I'm very happy to be a part of liquid death I've been there about a year now 01:04.38 vigorbranding Um, love it. Cool yeah, so we're going to get into it. Liquid death is for the uninitiated I do want to start off with an anecdote of my initiation so I had heard of liquid death in numerous times. Um. You know, ah the high level here is liquid liquid death is a water company and we'll put nuance on that throughout the episode I was at a trade show earlier this year I had a bottle of water. It'll go un names I happen to cross the liquid death. Ah. Event booth and I was like oh you know what? I've been meaning to try this, especially the mango cause I heard a lot of good things and my hands were full. So the young lady was like oh do me to hold that for you and so she held my water bottle passed me a liquid death and then she threw the exist