Case Name - Liquid Death (International Product & Branding decisions)

1. What criteria influenced Liquid Death's choice of specific international markets for
expansion, and how does the brand tailor its product and branding to meet the unique
needs and preferences of these markets?

The unique beverage company Liquid Death was established in 2019 by businessman
Mike Cesario, and its daring approach to sustainability and packaging has upended the
bottled water market. Younger customers who are looking for eco-friendly and
authentic alternatives to typical plastic bottles have taken a significant interest in the
brand's sleek black metal cans with a skull design, which embraces a punk rock
aesthetic. Liquid Death is a company that is committed to environmental responsibility
and takes a strong stance against single-use plastic by getting its water from the pristine
Austrian Alps and putting it in unlimited recyclable metal cans. Customers that value
environmental effect have been drawn to the brand because of its combination of edgy
branding and commitment to sustainability.

2. In what ways does Liquid Death strategically position itself against local and global
competitors in terms of product differentiation, marketing strategies, and sustainability
initiatives in the chosen international markets?

Liquid Death employs a range of differentiating methods to present itself as a

revolutionary alternative for conventional plastic water bottles. Having an experimental
rock band name and bold branding instantly distinguishes it from competition.
Combined with their elegant, skull-emblazoned metal cans that are eternally recyclable,
Liquid Death makes a statement on crowded corridors. To further set itself apart, the
brand also appeals to rebels and environmentally aware consumers by incorporating
counterculture elements.

3. How does Liquid Death approach the localization of its marketing and branding efforts
to effectively resonate with the cultural nuances of each international market it enters?

The bold canned water brand Liquid Death is shaking up the beverage market by defying
expectations and claiming a rebellious personality. Its distinctive strategy is
demonstrated by its strategic positioning against rivals and its customized marketing for
foreign markets. Liquid Death fits neatly into the outlaw brand stereotype thanks to its
brash, humorous, and even disturbing marketing strategies. With its cheeky slogan,
 "Death to Plastic," the company takes advantage of environmental worries and presents
itself as a sustainable substitute for plastic water bottles. Liquid Death is a heavy metal
company that draws inspiration from heavy metal music. Its packaging has edgy designs
and skull images, which distinguishes it from other standard bottled water companies
and promotes the concept that water doesn't have to be dull. Liquid Death is further
distinguished by its tallboy-style aluminum cans, which are similar of beer cans and
highlight its rebellious and unique character. Using its striking branding to make an
impression in every area, Liquid Death emphasizes distinctiveness in its worldwide
expansion plans. Its clever use of social media puts it ahead of major water companies,
especially its early Facebook campaign that received millions of views. Though Liquid
Death continues to project a rebellious image, it is very conscious of sustainability,
contributing earnings to groups that clean up plastic waste. Furthermore, Liquid Death
adjusts its design, flavors, and messaging to suit regional tastes in every foreign market,
embracing cultural quirks to appeal to a wide range of consumers. Liquid Death has
been incredibly successful, as seen by its stated worth, which surpassed $100 million in
a matter of years and reached $700 million in August 2021. This success is ascribed to
the brand's edgy aesthetic, commitment to sustainability, and creative marketing
techniques, all of which have drawn a devoted following of clients. Liquid Death is still
making waves in any market because of its bold strategy and constant commitment to
sustainability and branding, regardless of whether they are "murdering" plastic bottles
or connecting with countercultural lifestyles.

4. How does Liquid Death integrate its commitment to environmental responsibility and
CSR into its international branding strategy, and how do these initiatives align with the
sustainability priorities of different regions?

Liquid Death uses unique packaging and genuine message to include corporate social
responsibility (CSR) and environmental responsibility into their global branding strategy.
By adopting the outlaw brand archetype, the business stands out without apology and
appeals to customers looking for individuality and authenticity. Its tagline, "Death to
Plastic," highlights its dedication to minimizing plastic waste and advancing
sustainability, which appeals to customers who care about the environment. The edgy
patterns, dark hues, and skull images on Liquid Death's packaging, which draws
inspiration from heavy metal music, contrast with the clinical appearance of
conventional bottled water. In addition to matching the brand's rebellious image, the
tallboy-style aluminum cans, which resemble beer cans, dispel the myth that water must
be dull. By utilizing endlessly recyclable metal cans—a major step toward minimizing
plastic waste—Liquid Death highlights its commitment to environmental responsibility
while retaining its rebellious spirit. Additionally, the company gives up a percentage of
its earnings to groups that combat plastic waste, which strengthens its purpose and
appeals to customers who are socially concerned. Liquid Death's international branding
approach successfully incorporates environmental and social responsibility through
these activities, catering to a wide spectrum of customers while simultaneously having a
good ecological impact.

(Liquid Death Marketing Strategy Case Study: Slaying the Beverage Industry with Killer Branding
and Marketing, 2023) (Liquid Death)