Branding and positioning – lessons from Liquid Death and other disruptor brands

In a marketplace packed with polished campaigns and conventional strategies, we have seen a select few brands carve their path by doing things differently.

Liquid Death caught my attention after listening to an episode of The Diary of a CEO. As Steven simply says, “They’ve built a billion-dollar business selling water in a fancy can”.  A brand that has taken the humble act of drinking water and transformed it into a rebellious, industry-shaking movement. Their strategy is the key to their standout success, and there’s a lot that businesses and brands can learn from it.

Liquid Death – boldly rewriting the rules

When I first came across Liquid Death in the shops, it never crossed my mind it was just water in a can. The edgy design sits comfortably within the bold IPAs and cutting-edge energy drinks. I just presumed it was another over-carbonated, sugary soda.

Their tone is also a cocktail of sarcasm and dark humour. Their brand slogan, “Murder your thirst”, immediately challenges conventional expectations and engages with consumers who reject traditional health and wellness imagery, making water an exciting choice in an unlikely way.

Key takeaways from this:

• A bold brand personality creates and captures loyalty. It has targeted its audience with unapologetic precision, leaning into their love of mockery and rebellion against the ordinary.
• They have seen a gap in the market and, at full throttle, launched their brand into it, by turning water into a societal norm that challenges conventions.
• Its unapologetic tone and bold visuals resonate with a specific audience, proving that a strong, consistent identity can transform even the most mundane product into a cultural statement.

Oatly – turning oat milk into a movement

Another brand that transforms an everyday product into something extraordinary through its cheeky branding is Oatly. The Swedish oat milk brand invites consumers into its world of whimsy and quirky messaging but maintains a sustainable approach.

Their taglines, “It’s like milk but made for humans” and “Wow no cow!” perfectly capture their playful, slightly sarcastic tone. Along with their tone of voice, their packaging showcases bold illustrations and chatty copy that grabs the attention of their audience, uniquely combining humour and creativity to help Oatly carve out a distinctive space in the plant-based market.

Forsman&Bodenfors the creatives behind the Oatly brand, said “We decided to treat the packaging as our main media channel. Think of it more as a poster. Or an ad”, which essentially is killing two birds with one stone – turning every product into both a consumable and a marketing asset.

By leveraging packaging as a communication tool, they bypassed the need for traditional advertising, allowing their product to stand out on shelves while reinforcing their brand ethos. This self-sustaining strategy fuels word-of-mouth marketing, making Oatly’s cartons instantly recognisable and giving consumers a reason to engage with the brand beyond just the purchase.

Final thoughts

These standout brands show us that even the most ordinary product can be transformed into extraordinary movements with the right strategy. Their success lies within their blend of bold personalities, alternative approaches and deep connections with their audiences. All this helps with them selling not just a standard product; but identities, loyalties and values. Liquid Death isn’t just selling water, and Oatly isn’t just selling Oat milk – they’re selling an experience, fuelled with a captivating identity and a sense of belonging.

The message is clear for businesses looking for a quirky edge: don’t shy away from being unapologetically unique. Create a brand that resonates, makes an impact and stands out. The most unforgettable brands are the ones that challenge convention, creating conversations and carving their own space. Whether that’s through daring designs, cheeky messaging or an unanticipated brand personality.

Do you need help refining your brand’s personality or positioning your product to stand out in a crowded market? Get in touch – we’d love to help.