Liquid Death's Unconventional Partnerships Drive 30 Billion Media Impressions with Minimal Spend

The narrative surrounding Liquid Death is marked by unconventional partnerships that defy traditional branding norms. Over the past year, this canned-beverage company has expanded its collaborations beyond sports, entering into unique agreements with prominent names such as Yahoo Sports, Sheetz, and Depends. These unconventional alliances have resulted in eye-catching social media posts that effectively engage audiences with Liquid Death's signature humorous tone.

Dan Murphy, the Senior Vice President of Marketing for Liquid Death, shared insights into the brand's distinct partnership approach. He likens the brand’s collaborations to a Saturday Night Live stage, attracting a wide array of brands eager to tap into Liquid Death’s diverse and engaged audience. With over 73 prospective partnerships pending in his inbox, Murphy emphasizes the appeal of Liquid Death's broad social media reach. The brand commands a substantial following, including 7 million followers on TikTok and 7.3 million on Instagram, driving more than one billion media impressions monthly with minimal expenditure relative to their competitors. Murphy highlights that the brand concluded the previous year with over 30 billion media impressions, all achieved with a marketing spend under $2 million.

When structuring collaboration deals, Liquid Death typically offers creative contributions from its compact, five-person in-house team, while partner brands cover the hard production costs, marketing budgets, and media resources. The alignment of creative sensibilities between Liquid Death and potential partners serves as a critical factor in these collaborations, ensuring that both entities resonate with each other's brand identity.

An example of a successful collaboration is the recent partnership with convenience store chain Sheetz. This alliance, marked by bold, high-energy promotions, exemplifies the shared values between both brands. The partnership culminated in an innovative stunt where Sheetz customers in Cranberry, Pennsylvania, could opt to have their sandwiches sliced in half by a chainsaw. This audacious initiative, made possible through meticulous planning and the use of food-safe equipment, underscores the creativity that defines Liquid Death’s partnerships.

Beyond entertainment, Liquid Death leverages these unique alliances to enhance brand education and awareness, particularly as its product offerings expand. Murphy notes the importance of communicating product benefits to consumers, correcting misconceptions that the brand's offerings include beer or energy drinks. This push for clarity reflects Liquid Death’s commitment to maintaining its distinctive brand voice while fostering a deeper understanding of its expanding product lineup. Through calculated and imaginative partnerships, Liquid Death continues to solidify its position as an influential and innovative force in the beverage industry.