Alright, so weāve heard your requests, and this time around weāre breaking down Liquid Death. ā ļø
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. š§
So what will it beā¦ still or sparkling?
In this newsletter, youāll find: š
Brand Breakdown Part 1: Liquid Death (Facebook Ads)
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If youāre 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 weāre going to show you nine of them right here.
1ļøā£ 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 š»
The ad copy supports the actual product. āKiller hats, killer shirts, killer merchā is aligned with not just the brand name but what they stand for: death to plastic.
Even though hashtags arenāt 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 āLiquid Death Mountain Water.ā Thereās a great opportunity to pull more attention here with a play on words similar to the rest of the copy.
2ļøā£ Grandma Patricia
Some of Liquid Deathās ads are on the simpler side. Then thereās this oneāa video thatās 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, itās 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.
3ļøā£ Buy 2 get 2
At first glance, Liquid Deathās ābuy 2 get 2ā ad isnāt designed like a typical ad you would see on social media, but after reading the copy, the joke is clearāand itās a clever one.
Users go through an emotional journey right from the first sentence. At first, itās exciting to read ābest offer yet,ā and it drives interest toward the following sentence. By the time they read the next sentence, the humor behind the ad comes out. š¤Ŗ
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.
Thereās also a chance to get more creative with the headline once again.
4ļøā£ Memorial day
The discount with Liquid Deathās 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, ā48 hours left,ā 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 itād 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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5ļøā£ Chainsaw thirst to pieces
Liquid Deathās āChainsaw your thirst to piecesā 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, theyāll have a good laugh.
The 80s-inspired design for the ad creative is eye-catching enough on its ownāeven for people who donāt 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.
6ļøā£ Father-daughter team
Hereās 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 itās so perfectly on-brand that Liquid Death used it in an ad.
But whatās great about this feature is that it actually calls out the fact that itās 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.
7ļøā£ Win concert tickets
Liquid Deathās 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 Deathās 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. Itās interesting and cool to watch, but the average Liquid Death customer may not want to participate because they wouldnāt live up to the stunts featured.
But for a very specific audience, this ad works well.
8ļøā£ 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.
9ļøā£ 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.
Letās do some sprints! Donāt worry, not the kind from gym classā¦weāre talkinā creative sprints.
Effective creative sprints can help your team adopt a more structured approach on what to test and why, which eliminates guesswork and increases efficiency.
But how do you know if youāre getting the most out of your sprints? Well, you can take a lap with our friends Evan and Reza from Motion! š
Introducing Sprints with Evan: Jumpstart your Creative Sprint Process. In this live session, youāll get a step-by-step process for creating effective sprints, including:
Youāre invited to join this live session on Feb 10th at 2 pm EST to learn the step-by-step process of running creative sprints and take your performance creative strategy to the next level š
š Register here.
BRANDS
š¬ 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.
šÆ Burrito Pop: Donāt have a dedicated container for your cylindrical snacks? Have no fear. Burrito Popās made the first-ever twistable burrito holder to keep your burrito warm (ps. the top doubles as a dip holder).
šŖ Zacās Sweet Shop: If youāre a dessert person, this is not something you want to miss. Zacās makes small-batch and hand-dipped treats with a percentage of sales going to charity. Satisfy your weekend cravings.
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š Youthforia's Fiona Co Chan Creates an Organic TikTok to Amazon Pipeline.
š Changing the World's Pleasure Baseline with Jen Batchelor CEO and Founder of Kin Euphorics.
šŖ How HighKey Raised Their AOV by 40% with Chief Digital Officer Ryan Rouse.
š« 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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