A Water Company's Heavy Metal Album

"Liquid Death" murders thirst and haters in one shot

Hey folks,

I’m a copywriter trying to break into advertising. In many ways, ‘What’s Curation?’ has been pivotal to that ambition, serving as a platform to host my portfolio and to showcase my writing chops.

I spend several hours a week job hunting and learning more about brands. I came across a canned water company that sources its water from the Alps.

Ah, the Alps.

The Millenials and Gen-Xers will fondly remember the 1974 dubbed anime series, Heidi, named after the novel by Johanna Spyri. It’s the classic tale of a young girl whisked away from her home in the Alps, surrounded by goats and shepherds, to the industrial hustle and bustle of Frankfurt. I can hear the nostalgic yodeling already.

Enter Liquid Death, the polar opposite of everything Heidi. Cue the death metal.

The graphic (and slightly comedic) skull melting aside, it’s canned natural mountain water from the Austrian Alps with electrolytes. In their own words:

We’re just a funny water company who hates corporate marketing as much as you do. Our evil mission is to make people laugh and get more of them to drink more water more often, all while helping to kill plastic pollution.

Naturally (pun unintended), there are haters who pile hate on the marketing as being needlessly edgy. Liquid Death could have spent a lot of time fending off the trolls or going back on their strategy. Instead, they took the creative route and stayed true to their brand persona.

How?

By making a death metal album purely using the copy from the emails they received from disgruntled people on the internet. They signed on Gus Rios from Union Black, Seth Ringler from Eternal, James Malone from Arsis, and Torin Ridgeway (vocals) and created an album called ‘Greatest Hates’.

My personal favorite is Fire Your Marketing Guy, with a mean riff and guttural vocals:

Quality woman repellent
Bankrupt in no time
Fire the guy who came up with this pitch
And everyone who signed off on it
That name makes me not wanna drink your water
Fire your marketing guy!

Fire him? More like, “give him a raise”!

See you on Friday!

-Nikhil. 💀🔥

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