How This Uncanny Imagery Makes a Compelling Case for Marketing

Skulls and Crossbones just might have been a `Millennial diva'. On the other hand, when used separately, the imagery of skulls alone invokes a broader range of symbolism.

A human skull can be a symbol of death and wisdom for many. It may also represent a powerful emblem of rebellion, nonconformity, and anti-establishment ideals.

Many rock bands of the counterculture era, such as `The Misfits', have embraced this symbolism in their music and imagery.

Another global darling, Guns N’ Roses, also used skull imagery in their music. Their album “Appetite for Destruction,” released in 1987, features a skull on the cover, further cementing the use of such symbolism in the music scene.

Meanwhile, as rock musicians explored the darker realms of artistry, a rising force from the British music scene, hailing from the gritty streets of Birmingham, delved into a realm where “Faustian bargains” with the occult blurred the lines between music and mysticism.

This new wave of sound cast shadows over the sunlit hippie era, ushering in a new dawn of exploration that captivated audiences with its enigmatic allure.

Ｉn the wake of World War II, Birmingham’s middle-class residents grappled with the shifting industrial terrain, highlighting the importance of managing stress and mental well-being in this evolving post-war industrial scene.

Meanwhile, for working-class families struggling with poverty, their children often adopt tough and assertive attitudes to endure the demanding physical and social realities of their daily existence.

Back then, the music scene was ablaze with the rebellious tunes of America’s counterculture, a movement mainly fuelled by disillusioned youth from middle-class backgrounds.

This musical revolution sang of utopian dreams filled with messages of peace, free love, and unity with the world around you, mirroring the essence and ethos of the hippie counterculture.

The stark contrast between the idyllic tunes of the middle-class counterculture and the gritty reality of life in Birmingham inspired the members of Black Sabbath to craft music that resonated with their own blue-collar hardships in post-war Birmingham.

This juxtaposition of worlds fuelled their creative fire, leading to the birth of a sound that captured the raw essence of their working-class struggle amidst a backdrop of societal and economic disparities.

Black Sabbath distinguished themselves by playing music featuring heavy guitar, intense drumming, and bleak, dystopian lyrics.

The band’s vocalist, Ozzy Osbourne, effectively conveyed their working-class frustrations and anger through his vocal delivery and the band’s lyrical content.

Alongside numerous other bands, `Judas Priest' emerged as a group that echoed the qualities of Black Sabbath. Formed in 1969, Judas Priest delved into themes that sparked the rise of the cult of Satanism, complete with its own distinctive imagery and symbolism.

Metal

In the track “Metal Meltdown,” Judas Priest’s frontman and lyricist, Rob Halford, delves into the profound impact of metal foundries on their music, exploring how these industrial influences shaped the band’s unique sound and lyrical themes.

The harmony known as the “Diabolus in Musica” or devil’s interval, also referred to as the tritone and the flatted fifth is designed to create a sense of fear or impending doom within music compositions.

The term `Diabolus in Musica' originated from this era, as high clergymen deemed this tone as contrary to the divine essence.

From an unholy past, flatted fifths now have found their way into genres ranging from rap to metal.

Metal today is a global phenomenon with a dedicated fanbase across the world.

Liquid Death

Mike Cessario, a former Netflix creative director, had a Eureka moment when he saw an un-addressed space in the beverages market.

Alternative and fashion water markets were cutting throats and bleeding into each other’s share through innovative marketing campaigns.

In contrast, the Bottled water market was being saturated by established giants and “vanilla” niches.

“A lot of the brands that are in the alternative space are really unhealthy; We wanted to give people permission to participate in this cool rock-and-roll brand without needing to consume something gross.”?—?Mike Cessario

This noble thought led Mike to conceive the most counterintuitive product for the cool category?—?Drum roll*?—?“Water”?—?Pouring down from the sky in locales near you!

To complement this celestial creation, he orchestrated the quirkiest marketing spectacle, uniting an otherworldly force that would make waves in the market.

The Name

A brand aspires to have a name that conveys the message of the product and the value it serves to the target audience. That is exactly what this brand did not do. It conjured up the most preposterous name for its brand, serving the “Elixir of Life”?—?Liquid Death.

Communities

The un-addressed market?—?Developing products for the average consumer is quite challenging, as it can be difficult for the average person to know what they like (for they are more rational in their approach towards any product and may like a product but will want to keep their options open so in a way opportunistic behaviour at best).

ㄒherefore, people on the extreme ends of the spectrum will find products that cater specifically to their needs, which have not been addressed until now. These individuals will take less time to adopt the product and advocate for it.

Here, LD is catering to an audience that is already a cult, so they didn’t take much time before creating waves.

Also, we try to meet the social norms and match up to our reference groups. The anti-consumerism bandwagon has had a long history, with the not-so-latest sustainability drive.

Packaging & Design

Did they get you to trade?

ＦＯＲ

Uninspired design has become the norm.

We get that form follows function, but at what cost?

Using aluminium cans highlights sustainability caused in a “metal” way. Like energy drinks or beer cans, Liquid Death taps into the allure of making hydration more engaging for consumers seeking unconventional products.

The bold choice of a tallboy aluminium can with a heavy metal font and the provocative tagline “Murder your thirst” (in Gothic font) distinguishes Liquid Death from traditional bottled water brands. It captures attention and reinforces the brand’s rebellious and edgy image.

How many impulse buyers can we capture?

If somebody sees this can of sparkling water on a shelf, they just might crack one open right there to find out.

When we try to be logical, we just end up doing what everybody else is.

This doesn't allow us to differentiate ourselves, and branding and positioning are all about standing out in the space.

Branding allows us to establish a line of communication with the audience, built on emotions rather than just logic.

The design, imagery, colours, music and messaging of a brand communicates with the subconscious part of the consumer’s mind.

Simply put, Branding speaks beyond words.

Promotions & “Subvertising”

LD’s promotional activities extend beyond traditional marketing methods, with the brand hosting events like punk rock concerts and “extreme sports” events, leveraging these partnerships to reach niche communities and cultivate a dedicated fan base.

LD took to “Subvertising”?—?Genre-subverting ads which have made one of the most boring of products seem fun.

The brand’s first ad has clocked almost 5 million views on YouTube, which calls out the marketing folks, who have tricked consumers into thinking water is “just some girly drink for yoga moms with cute brand names and dainty little bottles”.

In contrast, they position water as the deadliest stuff on earth, Liquid Death, which kills thousands of innocent surfers, snowboarders and kayakers every year.

LD has been consistent with its quirky ads, as seen in its present-day campaign, which features teenage athletes drinking soda branded as pure sugar.

The campaign is based on athletes endorsing the soda brand and advocating its energizing benefits, while in reality, they themselves do not consume it.

LD even throws some jabs at the heavyweight legacy cola in this advertisement.

It seems as if LD wishes to purposefully violate the rulebooks and continuously disrupt the market while doing so.

It has impressively doubled its already impressive valuation of $700 million which has now reached $1.4B.

All this while keeping in context that this is a brand that emerged in 2018. They decided to enter the market the moment they received massive views on an ad for a product that was (A) not unique and (B) not yet developed, but could be marketed based on its prototype alone!

Liquid Death’s tactics are a branding masterclass on their own, weaving each strand into a bespoke spectacle.

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Reference

• FACTORY MUSIC: HOW THE INDUSTRIAL GEOGRAPHY AND WORKING-CLASS ENVIRONMENT OF POST-WAR BIRMINGHAM FOSTERED THE BIRTH OF HEAVY METAL - Leigh Michael Harrison University of Western Ontario
• COUNTERCULTURE IN 1970s U.S.A. - Prof. S. Tagare
• THE GREAT MYTH OF MEDIEVAL TRITONE BAN - A. Neely