Liquid Death has managed to create a brand valued at $1.4 billion thanks to its eye-catching and unconventional marketing strategies. His latest maneuver to capture the public’s attention is a contest in which he will give away a fighter plane valued at $400,000, in clear reference to the failed Pepsi giveaway in the 1990s, about which a documentary was made on Netflix.
The plane in question is a custom-painted Aero L-39C Albatros model, nicknamed “The Dehydrator,” due to its ability to provoke a strong physical reaction in its passengers.
To enter the drawing, consumers must purchase a Liquid Death product and upload a photo of their receipt to the company’s website by September 4. In addition to the plane, the winner will receive six months of free space in a hangar near Chicago, a year’s supply of the company and a custom flight helmet. The company will also cover the sales tax on the plane, however the winner must cover other expenses, such as fuel or the pilot if he does not have a license.
For those who prefer not to accept the plane, the company offers a cash alternative of $250,000, delivered in a briefcase.
Mike Cessario, founder of Liquid Death, has been clear that attention-grabbing is integral to the company’s strategy since its inception. He further stated that his goal is to entertain and make people laugh through the brand.
Liquid Death is clear that although it wants its buyers to have fun remembering the Pepsi case, its brand will live up to the award.
The company’s founder managed to attract investors by self-funding a viral commercial that promoted his water as “the deadliest thing in the world.” According to him, if you can entertain people and make them laugh, they will love your brand because you are offering them something of value. This philosophy has been key to Liquid Death’s success, proving that a combination of bold marketing and humor can build a powerful and profitable brand.
