How Liquid Death cuts through marketing noise without big media buys [Video]

Since its founding, Liquid Death has worked to help consumers “murder” their thirst with irreverent, outré marketing. The beverage brand has, among other things, summoned demons, embraced its haters, fought off zombies and pranked taste testers on the way to a $1.4 billion dollar valuation and potential IPO.

As the hydration market continues to expand with new entrants and product innovations, Liquid Death has kept pace, branching out from canned still water to flavored sparkling water, iced tea and electrolyte drink mixes. But it hasn’t stopped the pace of boundary-pushing campaigns, often eschewing pricey media buys for social-first content that is designed for virality. For Liquid Death, the marketing is almost like a third product line next to beverages and merchandise.

“If we consider the ideas and videos that we put out another product, it shifts the way …