How Liquid Death markets, broken down
Liquid Death sells water by acting like a brand that sells anything but water: heavy-metal art, comedy, and merch carry the product, so the marketing feels like entertainment instead of an ad.
One image, one video, one email, pulled apart. Updated June 2026.
Turn the haters into the ad
This is Liquid Death's longest-running image ad, and it is not a product shot. It is a screenshot of someone telling them they need Jesus. They took a real hostile comment and framed it as proof the brand is working, with the can sitting right next to it so the joke and the product land together. It costs almost nothing to make and it is impossible to scroll past.
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499 more of their ads in our database
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Make an ad nobody can tell is an ad
Their longest-running video ad is a deadpan comedy sketch, not a demo. No voiceover listing benefits, no 'shop now' energy, just a bit that happens to have Liquid Death cans planted all over the scene. People watch because it is funny, and the product rides along for free. Earn the watch time with entertainment, then let the can sell by simply being there.
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499 more of their ads in our database
Click here to view all 499 adsOne joke, committed to completely
The subject line is pure alarm with no product in it, so you have to open it. Inside, the whole email commits to a single bit, that their mountain water is so good it is dangerous to go find yourself, and it never breaks character to sell. Every email on the list reads like this: an entertainment property you happen to be subscribed to, not a store emailing you.
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15 other emails on their list
Click here to view all 15 emailsWhat you can steal from Liquid Death
- Lead with a feeling or a joke, not a feature. Put the product in frame and let the personality sell.
- Make the first second do all the work. If the hook fails, nothing else matters.
- Run many versions of one strong idea instead of betting on a single ad.
- Keep one consistent voice across ads and email so the brand is recognisable anywhere.
Every ad and email here is in our database
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