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Saturday, February 5, 2022


Alright, so we’ve heard your requests, and this time around we’re breaking down Liquid Death. ☠️


Liquid Death saves the planet and quenches your thirst with their indefinitely-recyclable canned water. Their ads are created to make you laugh and up your water intake. 💧


So what will it be… still or sparkling?


In this newsletter, you’ll find: 👇

Brand Breakdown Part 1: Liquid Death (Facebook Ads)

Read till the end to access exclusive DTC swag. 😎


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If you’re looking to take a different approach with your ad creative, then take a peek at Liquid Death.

This brand has mastered what it means to create scroll-stopping, hilarious social media ads, and we’re going to show you nine of them right here.


1️⃣ Hydrate or die t-shirt

If you know Liquid Death, you know they push their merch in many of their ads. But in every case, they tie in their brand voice.



This ad features a Halloween-style t-shirt, which makes sense since they ran it in October 👻

The ad copy supports the actual product. “Killer hats, killer shirts, killer merch” is aligned with not just the brand name but what they stand for: death to plastic.

Even though hashtags aren’t often used in social media ads, Liquid Death uses one to introduce their tagline where shoppers will want to learn more about what it means.

To improve this ad, we recommend Liquid Death use a punchier headline than just “Liquid Death Mountain Water.” There’s a great opportunity to pull more attention here with a play on words similar to the rest of the copy.


2️⃣ Grandma Patricia

Some of Liquid Death’s ads are on the simpler side. Then there’s this one—a video that’s funny and trendy in a TikTok-esque fashion.



Ad creative like this gets people talking or makes them think about their own grandparents, which is a great way to immediately connect Liquid Death with its target customers.

For the headline, it’s helpful to say that the product comes in a 12-pack. Our suggestion for this ad is to be more creative with the copy of the headline.


3️⃣ Buy 2 get 2

At first glance, Liquid Death’s “buy 2 get 2” ad isn’t designed like a typical ad you would see on social media, but after reading the copy, the joke is clear—and it’s a clever one.



Users go through an emotional journey right from the first sentence. At first, it’s exciting to read “best offer yet,” and it drives interest toward the following sentence. By the time they read the next sentence, the humor behind the ad comes out. 🤪

Since this ad leans more on the humor side and less on the salesy side, the landing page will be what gets the audience to actually convert. The LP should stay on brand with the messaging and humor, so the journey from the ad to the page feels smooth.

There’s also a chance to get more creative with the headline once again.


4️⃣ Memorial day

The discount with Liquid Death’s memorial day offer is a true win-win for both the brand and the customer.



By giving the offer to people who purchase four cases, the customer gets perceived value for purchasing more for less, and Liquid Death drives up its AOV.

The copy builds excitement for the upcoming long weekend. People reading it will already be making plans, and Liquid Death will then be associated with positive, fun psychological feelings.

By adding a deadline to the offer, “48 hours left,” customers are hit with a sense of urgency, making them act immediately on purchasing.

The ad imagery shows customers that Liquid Death offers both still and sparkling water. We think it’d be interesting to run an A/B test between still vs. sparkling to see if one type of product performs better.


The blue banner is also a bit distracting in the creative. Something like that may be a better fit on the landing page to keep the ad less cluttered.

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5️⃣ Chainsaw thirst to pieces

Liquid Death’s “Chainsaw your thirst to pieces” ad is immediately catchy, both with the design and the copy.

Seriously, their copywriter deserves a raise.



By taking the approach of creating an ad that appears to be geared toward kids, Liquid Death will catch the attention of parents scrolling on their social media pages (because we all know parents keep an eye on these things).

This will have parents click the ad to learn more about the brand. When they do, hopefully, they’ll have a good laugh.

The 80s-inspired design for the ad creative is eye-catching enough on its own—even for people who don’t have kids.

We have similar feedback to the other ads we have seen from Liquid Death: they should try to get more creative with their ad headline.


6️⃣ Father-daughter team

Here’s a great example from Liquid Death on how to leverage UGC to your benefit.



One customer shared this photo of their daughter drinking Liquid Death, and it’s so perfectly on-brand that Liquid Death used it in an ad.

But what’s great about this feature is that it actually calls out the fact that it’s UGC. Sharing this in the copy is a great way to add a testimonial feature that shows customers Liquid Death does pay attention to them.


7️⃣ Win concert tickets

Liquid Death’s customers gear toward those living an edgier, carefree lifestyle, which is clear in this ad that features a montage of customers doing crazy stunts while opening a can of Liquid Death.



The ad promotes Liquid Death’s contest, where the winner wins free concert tickets for life.

One thing to note with this ad is that the stunts in the video are very extreme. It’s interesting and cool to watch, but the average Liquid Death customer may not want to participate because they wouldn’t live up to the stunts featured.

But for a very specific audience, this ad works well.


8️⃣ Proudly not for everyone

Every brand gets negative reviews from time to time, but Liquid Death uses these to its advantage by making a joke about it.



An ad like this might not work well for premium products, but the tone and angle are great for Liquid Death and its brand voice.

The short-form copy forces your eyes to shift and read the comment in the creative.


9️⃣ Sink your teeth

Out of nine ads, this is the first one that clearly mentions that Liquid Death is made from spring water. We think this is an opportunity to highlight this feature in more ads.



The shotgun approach to drinking the water is a scroll stopper because it makes people wonder why a guy is chugging beer on their Facebook feed.

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BRANDS

🍬 Faves: One of your daily servings of fruits and veggies is about to get a lot easier. Check out Faves candy chews made from upcycled fruits and vegetables.

🌯 Burrito Pop: Don’t have a dedicated container for your cylindrical snacks? Have no fear. Burrito Pop’s made the first-ever twistable burrito holder to keep your burrito warm (ps. the top doubles as a dip holder).

🍪 Zac’s Sweet Shop: If you’re a dessert person, this is not something you want to miss. Zac’s makes small-batch and hand-dipped treats with a percentage of sales going to charity. Satisfy your weekend cravings.

🔊 HAVE YOU HEARD OUR LATEST PODCASTS?

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💗 Changing the World's Pleasure Baseline with Jen Batchelor CEO and Founder of Kin Euphorics.

🍪 How HighKey Raised Their AOV by 40% with Chief Digital Officer Ryan Rouse.

🍫 Muddy Bites CEO Jarod Steffes on Growing 1000% YOY By Delivering Delight and Mastering Memes.


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DTC Newsletter is written by Tina Donati, and Rebecca Knight. Edited by Claire Beveridge.


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