This is kind of in that vein of, “You know what, we’re just having a good time.”Ĭessario: Yeah, and craft beer was definitely an inspiration from a brand perspective when we were creating Liquid Death, because I thought some of the coolest can designs and brand names were in the world of craft beer, like Arrogant Bastard. Stone, which was the original sort of West Coast IPA, has a very similar vibe to this. Do you know who Greg Koch is from Stone Brewing? But second of all, do you drink beer at all? When a group of teenagers sets off into the mountains for a weekend of drinking regular water in plastic bottles, they became hunted by an aluminum can of mountain water that was dead set on murdering their thirst and recycling their souls,” and then it goes on from there in that vein. Ryssdal: Actually, maybe it would be …: “This infinitely recyclable can of stone-cold mountain water came straight from the Alps to murder your thirst. (Maria Hollenhorst/Marketplace)Ĭessario: I think it’d be funnier if you read it. Here's actor Joe Manganiello selling his, blood-signature and all, to join the "Liquid Death Country Club.Ryssdal reads the back of a can of Liquid Death, which says it is dead set on murdering thirst. To be fair, you might miss all that when you notice the "SELL YOUR SOUL" button on the top-nav, and click on it to discover it's not a joke. And the choice to can it is more than marketing "aluminum is infinitely recyclable," the site reads. Its water is sustainably sourced in Austria, delivered to homes in 12-packs monthly. Under a section labeled #DeathToPlastic, Liquid Death's website reveals that the brand donates 5 cents of every can sold to helping clean up plastic pollution. It's hard to overstate how much he actually means the "truthful insight" part, on top of everything else. "And since we are competing with the most explosive rebellious brands on the market, our healthy water brand had to be even more punk and fuck-you than energy drinks." When Cessario launched Liquid Death as a side project, it was to explore "exciting ways to rebrand water as a substance that was totally opposite of the current yoga accessory stigma, while also having a truthful insight that isn't complete bullshit," he told Adweek last year. (Though should demons actually come for you, they're selling an antidote online for 99 cents.) And Liquid Death is all about toying with the superficiality of that construction. Belief is the glue that holds society together. Given Mystic Dylan's profession, and its reliance on his legitimacy, it's also a rather flagrant way to invite harm on customers themselves-though in the end, maybe it's not much more serious than locking yourself in the bathroom, lights off, and whispering "Bloody Mary" three times into a mirror, trembling with belief and anticipation.īelief is everything, right? Belief in money, in the personhood of corporations, in the idea that college should cost 80 grand, in wearing a suit. Historically, stereotypes kill minorities, now as then, and not just witches. The ad is long and melodramatic, more a play on stereotypes than anything serious-even if, for pagans and practicing witches, it can feel trite and potentially dangerous. The appeal for this is broader than one might believe: The funding round was led by Science Inc., with tech contributors that included Dollar Shave Club founder Michael Dubin, Twitter co-founder Biz Stone, and Away co-founder Jen Rubio. His real voice is a lot less "we are legion."īefore we dig into the ad, here's a primer on Liquid Death: Launched last year by former Netflix creative director Mike Cessario, in May it raised $1.6 million to take water in a tallboy can to the straight-edge punk crowd. The guy up there is Mystic Dylan, a practicing witch who offers custom spellwork for $150 a pop.
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