Can a Water Called Liquid Death Beat the Energy Drinks at Their Own Game?

Applying the language of unhealthy brands to something good for you

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It’s jarring to see a water brand called Liquid Death. But what if it’s actually just right for the times—appealing to young people in the brand language they tend to like, but promoting a healthier product, which they also increasingly value?

Mike Cessario, a West Coast agency creative, created Liquid Death last year as a side project. He and his partners first tried an Indie GoGo, but it didn’t take off. So instead, they decided to do a Facebook market test by posting

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