Part 6/9:
Cessario notes that the secret to their success lies in being willing to walk a fine line—what’s just edgy enough to be memorable without crossing into tastelessness. Their ability to generate awareness organically through social media engagement has been more effective and less capital-intensive than traditional advertising.
The Power of Viral Marketing and Building a Community
Liquid Death’s rise to prominence is a testament to how social media can transform a niche product into a cultural phenomenon. The brand now boasts the title of the most popular water brand on social media, with its cans available in 16,000 locations across the U.S.