(A quick note before we begin: The first half of this article deliberately employs the kind of marketing speak I constantly see on LinkedIn (hence the “Wet Water” in the title) – full of buzzwords, jargon, and superficial analysis. The second half represents how I actually see the world. This article exists to poke fun at the delusional marketing speak that plagues our industry and the marketers who choose complexity over clarity. If the first half makes you cringe, that’s exactly the point.)

Why You Need to Rethink Everything You Know About Marketing

Marketers love a good success story, especially one they can sprinkle with their favourite buzzwords: brand marketing or product positioning. These words roll off the tongue in boardrooms and flood LinkedIn posts, as if their mere mention explains a brand’s meteoric rise. But here’s the thing—those buzzwords often obscure what’s really happening.

Take Liquid Death, the water brand that seemingly came out of nowhere to dominate shelves and minds. Depending on who you ask, its success is due to its tallboy cans, skull logos, and edgy ads. But is it?

I’m here to argue it’s not.

As Liquid Death’s founder Mike Cessario, puts it:

“The biggest mistake most beverage brands make is trying to sell water as health and wellness. People don’t buy what you do; they buy why you do it.”

This article is a two-act play. In Act 1, I’ll show you how most marketers dissect Liquid Death’s rise using their jargon-heavy lens. It’s the narrative you’ve probably heard before: clever product design, bold communication strategies, and a sprinkle of marketing genius. Let’s call it the story of Wet Water Liquid Death.

In Act 2, I’ll pull back the curtain and illuminate what’s actually going on. You’ll learn how Liquid Death truly succeeded—not because of clever packaging or edgy ads, but because it nailed one of the most misunderstood concepts in business: positioning.

Cessario explains:

“We’re not just selling water. We’re selling the idea that you don’t have to be boring to make healthy choices. Rebellion isn’t just part of the brand—it’s the brand.”

Here’s why you should keep reading:

• If you’re a marketer, this article will challenge you to stop relying on clichés and start thinking about positioning with clarity and precision.
  
• If you’re a founder or leader, this is your blueprint for cutting through the noise and focusing on what really drives long-term brand success.
  
• If you’re just curious, you’ll gain a better understanding of why some brands thrive while others fizzle out, even when they seem to be doing all the same things.

Act 1: How Marketers Think Wet Water Liquid Death Succeeded

Marketers, bless their hearts, love complexity. To them, Wet Water Liquid Death is a masterclass in “brand marketing and product positioning,” with flashy communication and surface-level creativity at its core. Here’s their version:

The Product: Wet Water But in a Can

“It’s not just water – it’s a lifestyle beverage that disrupts category norms through innovative packaging solutions!” they exclaim. “The genius is how it reinvents hydration!” In reality, it’s just water in a tallboy can. But for marketers, this mundane shift is the hill to die on.

The Packaging: Edgy Is Everything

Ah, the skull logo! The aluminum tallboy! “This packaging disrupts the category!” marketers cry, though they can’t articulate what “disruption” means beyond “looks different.” To them, the packaging itself is the strategy, as though putting a skull on a milk carton would similarly upend the dairy aisle.

The Ads: Look, It’s a Skateboard With Blood!

Then there are the ads. From hate-comment death metal albums to skateboards infused with Tony Hawk’s blood, marketers treat Wet Water Liquid Death’s campaigns like gospel. “It’s viral! It’s memorable! It’s branding!” they cheer, believing attention itself equals success. Forget about substance—shock value will suffice.

In this version of reality, Wet Water Liquid Death is a triumph of design, advertising, and “brand marketing.” Except it’s not.

Act 2: What Liquid Death Actually Did

Here’s what really happened: Liquid Death wasn’t built on gimmicks. It succeeded because it executed one of the most powerful and misunderstood concepts in business: owning mental real estate.

Not a Product Story, but a Positioning Story

Water is water. There’s no differentiation at the product level. What Liquid Death did was recognize that water’s narrative—purity, health, serenity—left an entire audience underserved. Instead of competing for the “purest” water, it repositioned water as rebellion: the beverage of choice for punks, skaters, and heavy metal fans.

The can didn’t matter because it was aluminum; it mattered because it looked like beer. The skull didn’t matter because it was edgy; it mattered because it embodied rebellion. This wasn’t about the product. It was about the concept.

Packaging as a Reflection of Identity

Marketers obsess over packaging, but packaging only works when it reinforces a clear position. For Liquid Death, the tallboy can isn’t just packaging—it’s a signal. It tells its audience, “This brand belongs to you. You don’t have to sacrifice your identity to stay hydrated.”

The packaging succeeds not because it’s clever, but because it’s meaningful. It mirrors its audience’s values: rejecting wellness clichés, embracing irreverence, and flipping the script on expectations.

Advertising That Amplifies, Not Defines

Those shocking ads? They’re the icing, not the cake. Marketers think Liquid Death succeeded because it created edgy campaigns. But the truth is, those ads worked because they amplified an already-clear position.

The skateboard with Tony Hawk’s blood and the death metal album didn’t build the brand—they celebrated it. Without the foundation of rebellion, those stunts would have been nothing more than noise. Advertising didn’t define Liquid Death. Its positioning did.

The Truth About Liquid Death’s Success

Here’s what marketers consistently miss:

• Positioning: Liquid Death owns the concept of rebellion in a category obsessed with purity. This makes it singular and uncopyable.
  
• Brand: The audience doesn’t just buy Liquid Death; they join a tribe that reflects their values.
  
• Marketing: Every campaign reinforces the core positioning, ensuring consistency and relevance.

What Can We Learn?

The story of Liquid Death isn’t about edgy packaging or outrageous ads. It’s about understanding and owning a unique space in the consumer’s mind. Here’s how to apply these principles:

Start With Positioning

• Ask, “What concept can we own?”
• This isn’t about features or benefits
• It’s about the story your brand lives and breathes

Make Packaging Matter

• Don’t just make it look cool
• Make it reflect your audience’s identity
• Reinforce your positioning with every detail

Use Advertising Strategically

• Campaigns should amplify your positioning, not create it
• Start with clarity, then scale
• Every message should reinforce your core concept

FInally: From Wet Water to Liquid Death

Marketers will keep analyzing Wet Water Liquid Death with the same tired jargon, missing the simplicity of its success. But the truth is, Liquid Death didn’t succeed because of tallboy cans or viral ads. It succeeded because it told a story no one else was telling—and it told it so well that the audience saw themselves in it.

Positioning is not about what you sell. It’s about what you stand for. Marketers may never understand this, but you can.

So the next time someone talks about Wet Water Liquid Death, remember: it’s not about the water. It’s about owning a concept that’s bigger than the product.

And that’s the difference between surface-level marketing and positioning.

Enjoyed this? Read: What Simba’s Dad, Mufasa, Knows About Positioning, next.