The power of framing by Liquid Death

My kids drink?Liquid Death.

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And I’m ok with it.

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Before you report me to social services, Liquid Death is a brilliantly named US water brand that’s recently hit UK shores.

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With their tagline of ‘Murder your thirst’, flavours like ‘Severed lime’ and ‘Mango chainsaw’ and edgy packaging, they’re making drinking water cool for Gen Zs. ?

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They also appeal to Gen Zs passion for the environment, pledging ‘Death To Plastic’ with their recyclable aluminium cans.

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They’ve taken water from worthy and bland to cutting edge and desirable.

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(The company has been valued at over $1bn.)

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What can we learn from the Liquid Death makers?

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The value of framing.

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For Gen Zs who don’t want to be patronised, preached to or bored to death, ‘Liquid Death’ is way more compelling than, for instance, ‘Healthy Choice’.

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And framing is critical in our comms too.

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Sometimes we inadvertently signal to people that what we’re about to say will be dull or irrelevant:

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‘Sorry to bother you as I know you’re busy, but I need your help with Project Alpha…’

‘This is a bit dull but bear with me…’

‘There’s a lot of complicated data on this slide that you may not be able to read clearly but I’ll try and talk you through it <nervous laugh>’

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Yawn. Snore. Droooool. ?Phrases like this tell your audience: ‘This isn’t a priority for you. ?In fact, it’s going to be hard work so go ahead and switch off.’

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But if we reframe these phrases, we can transform the mood:

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‘Your insights on Project Alpha are going to be invaluable’

‘5 key things to help you do your job better’

‘Here are 3 data points that might surprise you’

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With a bit of thought, even the blandest of things can become interesting.

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(Believe me – over the years I’ve marketed everything from post-trade pre-settlement trade processing solutions to laser leg hair removal. ?There’s always an angle.)

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So what’s your next presentation, email or meeting going to be called? ‘Death To Databases?’ or ‘(Don’t) Murder Your Margins’?

I'm a marketing and brand consultant and communication coach. To get your business off that comfy old couch and out there winning business, visit kimarnold.co.uk or drop me a line at [email protected].

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