According to the company, a quarter of its consumers are between 18 and 25 years old. “Half of my wall is filled with liquid death cans help,” reads another. “Bro liquid death is honestly some good water,” reads a comment on one of the brand’s recent TikTok videos. Its TikTok account is the most followed beverage brand in the US on the platform, at 2.9 million followers, while its Instagram boasts 1.3 million. The punky, counterculture drink, sized like a tall boy and adorned with a melting skull, has drawn droves of fans on social media.

“The logo, the names they have for their flavored waters, and even the tagline, ‘Murder your thirst.’”įor Gen Z water connoisseurs, Liquid Death has become a cult favorite. For Lange, her love for the canned water isn’t just about the flavor or carbonation. “One to drink on the way, and one to drink at work,” the 23 year old says. She usually picks up a couple cans at a gas station on the way to work, too. Here's actor Joe Manganiello selling his, blood-signature and all, to join the 'Liquid Death Country Club.Gillian Lange, a bartender from central Illinois, just ordered a twelve pack of Liquid Death to her house. To be fair, you might miss all that when you notice the 'SELL YOUR SOUL' button on the top-nav, and click on it to discover it's not a joke. And the choice to can it is more than marketing 'aluminum is infinitely recyclable,' the site reads. Its water is sustainably sourced in Austria, delivered to homes in 12-packs monthly.

Under a section labeled #DeathToPlastic, Liquid Death's website reveals that the brand donates 5 cents of every can sold to helping clean up plastic pollution. It's hard to overstate how much he actually means the 'truthful insight' part, on top of everything else. 'And since we are competing with the most explosive rebellious brands on the market, our healthy water brand had to be even more punk and fuck-you than energy drinks.' When Cessario launched Liquid Death as a side project, it was to explore 'exciting ways to rebrand water as a substance that was totally opposite of the current yoga accessory stigma, while also having a truthful insight that isn't complete bullshit,' he told Adweek last year. (Though should demons actually come for you, they're selling an antidote online for 99 cents.)

And Liquid Death is all about toying with the superficiality of that construction. Belief is the glue that holds society together. Given Mystic Dylan's profession, and its reliance on his legitimacy, it's also a rather flagrant way to invite harm on customers themselves-though in the end, maybe it's not much more serious than locking yourself in the bathroom, lights off, and whispering 'Bloody Mary' three times into a mirror, trembling with belief and anticipation.īelief is everything, right? Belief in money, in the personhood of corporations, in the idea that college should cost 80 grand, in wearing a suit. Historically, stereotypes kill minorities, now as then, and not just witches. The ad is long and melodramatic, more a play on stereotypes than anything serious-even if, for pagans and practicing witches, it can feel trite and potentially dangerous. The appeal for this is broader than one might believe: The funding round was led by Science Inc., with tech contributors that included Dollar Shave Club founder Michael Dubin, Twitter co-founder Biz Stone, and Away co-founder Jen Rubio. His real voice is a lot less 'we are legion.'īefore we dig into the ad, here's a primer on Liquid Death: Launched last year by former Netflix creative director Mike Cessario, in May it raised $1.6 million to take water in a tallboy can to the straight-edge punk crowd. The guy up there is Mystic Dylan, a practicing witch who offers custom spellwork for $150 a pop.

Liquid death water commercial