How to Sell An Emotion Liquid Death vs. Death Wish Coffee

Fun fact about Sarah: I have never had a celebrity crush. I've never obsessed over a band or had a "dream home" board on Pinterest.

I don't get hyped very often...but I am completely enamored with the Liquid Death brand. 😅

Liquid Death's approach to marketing is incredibly psychologically sound, and they've been absolutely hoarding the spotlight lately thanks to their unexpected humor and a touch of environmental heroism.

They've managed to build a $1.4 billion dollar water empire in the span of about 7 years, and I can't get enough of it.

And I'm not alone in my Liquid Death fangirl stance.

My friend recently brought me a can of Liquid Death water, proudly showing it off as if it were a trophy. When I asked what made it so special, he said...

"It’s just water, but cooler." 🤘

Clearly, Liquid Death has figured out how to bottle that cool factor and sell an emotion that many customers crave: rebellion.

As much as I love this brand, they weren't the first to use rebellion in their marketing. They're dominating the market now, but another brand paved the way for them.

This brand also sells rebellion but hasn’t yet reached the $1.4 billion success that Liquid Death has achieved.

They both sell the same concept—rebellion—but how they’re selling it has drastically changed how each brand has grown...

🏆 Heavy-Weight Champions

To understand how Liquid Death is winning the rebellion game, let's first look at how both brands define and execute their rebellious strategies.

In this corner, we have: Death Wish Coffee.

If you've never heard of Death Wish Coffee, imagine the strongest, boldest coffee you've ever tasted, then add some napalm to it. 😅 Death Wish Coffee is all about extreme caffeine content wrapped in an audacious "death-level" theme. This simple market position quickly set them apart from the ordinary cup-o'-joe, making them a fast growing brand.

And in this corner, we have: Liquid Death.​

On the flip side, Liquid Death transforms plain water into something hardcore. With punk rock aesthetics and irreverent humor, they aim to make water exciting (finally) while also taking a stand against plastic pollution.

Both brands sell rebellion, but each brand has wrapped it in a very different package...which is why I believe Liquid Death will forever become the reigning rebellion king.

Why Liquid Death is Winning the Rebellion Angle

Let's break down how Liquid Death and Death Wish Coffee frame rebellion differently and why Liquid Death's approach is resonating more.

It's important to note: both of these brands are in very different spaces, selling very different products. There are many variables that come into play when it comes to brand growth, but we're going to focus on the psychological aspects for now!

Liquid Death: The Carefree Misfit

Liquid Death's presentation of rebellion is all about being carefree and embracing the misfit lifestyle. They project a "we don't care what people think about us" attitude, which appeals to a broader audience by inviting everyone to join the rebellion.

Their position in the market goes something like this:

• Rebellion Type: Carefree
• Psychological Value: Inclusivity, authenticity, and a laid-back attitude.
• Personality: The admired misfit who is unapologetically themselves.

Liquid Death is also leveraging some powerful heuristics within their marketing to target a very specific group of people, most notably:

1. Social Proof: People tend to follow others they perceive as authentic and true to themselves. Liquid Death’s carefree and misfit framing appeals to this heuristic by showcasing a lifestyle that rejects societal norms and embraces individuality. This authenticity attracts like-minded individuals who value genuine self-expression over conformity.
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2. The Bandwagon Effect: Individuals often align themselves with groups or brands that embody values they aspire to or admire. Liquid Death’s rebellious image, characterized by punk rock aesthetics and irreverent humor, creates a bandwagon effect among consumers who seek a brand that mirrors their nonconformist ideals. By joining the “Liquid Death movement,” individuals feel part of a community that celebrates uniqueness and independence.

Liquid Death: The Elite Connoisseur

On the other hand, Death Wish Coffee frames rebellion as something exclusive and elite. Their message is "only the strong can partake in what we have," targeting those who see themselves as daring and able to handle extreme challenges.

• Rebellion type: Exclusive and Elite
• Psychological Value: Strength, daring, and exclusivity.
• Personality: The elite connoisseur who thrives on extreme challenges.

Death Wish Coffee leans more towards the "elite" heuristics, like:

1. Scarcity Heuristic: People tend to place higher value on items or experiences that are scarce or exclusive. Death Wish Coffee’s framing of rebellion as exclusive and elite taps into this heuristic by positioning their products as a rare and coveted choice for those who crave intense experiences. The limited availability and high caffeine content create a perception of scarcity, appealing to consumers who seek unique and challenging coffee experiences.
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2. Authority Bias: Consumers often trust and follow brands or products endorsed by authoritative figures or experts in their field. Death Wish Coffee leverages this heuristic by aligning their brand with a sense of authority in the coffee industry. By presenting their products as the choice for the strong and daring, they attract consumers who value expertise and reliability in their coffee choices.

Both tactics are correct. (There's no wrong answer when it comes to marketing, just different paths.)But here's why I think Liquid Death's take on selling rebellion is a bit stronger than Death Wish's...

How to Sell an Emotion Like Liquid Death

When it comes to selling an emotion, it's not just about shaking up expectations; it’s about doing so in a way that resonates deeply with your customers on multiple levels...and doing it at scale.

While Liquid Death and Death Wish Coffee both sell the same emotion, their divergent paths illustrate the impact of framing on consumers.

Liquid Death thrives on broad appeal and environmental activism, while Death Wish Coffee excels in catering to a niche audience seeking strength and exclusivity.

Liquid Death's take on rebellion is naturally inclusive. It has a higher chance of resonating with a much larger TAM, which is why they've grown as fast as they have for as long as they have.

Again, this is just one of many variables that come into play when it comes to brand growth, but overall, when it comes to selling an emotion, one size does not have to fit all. Packaging your message wisely is the key.

How to Do This for Your Brand

If you know you sell the same emotion as another brand in your industry, here's how to take a page out of Liquid Death's playbook so you can sell the same emotion...but better:

1. Invite your customers to join the cause. By infusing their brand with humor and indifference, Liquid Death not only captures attention but also creates a memorable experience that invites consumers to join in on the fun (and humans love fun.) The more participation opportunities you provide, the more people will want to support your brand.
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2. Be obtainable - to as many people as possible. Where Liquid Death fosters inclusivity through its irreverent humor and punk rock aesthetics, Death Wish Coffee cultivates a sense of elitism - they're purposefully weeding people out with their marketing by saying, "only the strong can join us,"...which will inevitably change their growth pattern. To open your market, you must become obtainable to as many customers as possible.

TLDR; Both Liquid Death and Death Wish Coffee demonstrate that there is no one-size-fits-all approach to successful marketing; rather, understanding and aligning with your target audience's values and aspirations (by selling one core emotion packaged towards their deepest desire) is key to sustained growth and engagement.

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