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It's no secret that Liquid Death disrupted the beverage industry with its unusual and risqué branding, highly engaging digital marketing tactics and rebellious marketing campaigns, including skull imagery and dark colors that set them off. FAR in addition to traditional water companies.
Similarly, Immerse in cold soaking tubs were created as the most desired and popular cold soaking tub in the industry by designing the sleekest looking tub at a more affordable price than tubs with similar aesthetics.
Last month, Liquid Death and Plunge combined their minds to launch the Freeze to Death Cold Plunge. “Step into the abyss with Liquid Death x Plunge – ice cans that aren't just cold, but death-defying cold,” is what Plunge shared on their website, in addition to “This straight cold plunge lets you plunge into a spine-tingling, full-body freeze, perfect for those who live life on the edge.”
As a limited edition collaboration, only 300 of them were madedesigned for outdoor use, and retails for $5,990. They included a cooler, insulated lid and certificate of authenticity.
I had the pleasure of speaking with Plunge co-founders and co-CEOs Michael Garrett and Ryan Duey, and Liquid Death Marketing Director Greg Fass. From my observations of this campaign and conversations with them, below are 5 lessons entrepreneurs can learn about memorable and effective marketing strategy.
1. Do what no one else is doing
In this case, Liquid Death embraces a rebellious and punk aesthetic, unlike other water brands out there. With a mission to 'kill' plastic bottles fueled by their unorthodox tagline, 'Death to Plastic Bottles', the brand kept its messaging with shock value with the 'Freeze to Death' campaign.
For this collaboration, the brands were quite unrelated, yet both embraced the idea that they were launching an unexpected product. The theme of recovery was a smart play, given that both brands can relate to restoration and self-improvement through hydration and general mental and physical health.
Bringing humor and irreverence, the collaboration gained significant engagement and exposure, serving up “cold water” in a completely different way than one would expect – and, more importantly, in a way that no one had done before. .
Fass explained it to me as “trying to win the internet for the day…in other words, compete with memes, celebrities and other content that is there to entertain the audience and looking to win!”
Related: 12 things mentally strong people do that no one else does
2. Take advantage of trends and seasonality
While CEO of Liquid Death and former punk rock skateboarder, Mike Cessario it is already known for his creativity and passion for health, the partnership was brilliant given the growing cold plunge trend in America. The two brands already had a wonderful relationship and mutual respect for each other.
The late summer was ideal, given that the “big can” is perfect for tailgate parties at the start of football season, Halloween events, and a time when people in general should continue to embrace health and wellness. theirs.
Cold soaking tubs are known to boost mood and metabolism and provide physical health benefits. With the popularity that Plunge has generated, this partnership idea couldn't be more delightful, literally, to Plunge's founders in an era where cold diving studios and cold diving are increasing.
3. Maximize social media influence
Both Liquid Death and Plunge have built large, reputable and loyal followings on social media. When I first heard about Plunge, I remember that they had planted their tubs on many high profile health experts and athletes that I knew or had known, including Andrew Huberman, Tony Hawk, Aubrey Marcus, Rich Roll and a few from fitness instructors whose workouts are part of my regimen, like Callie Gullickson Howell of Peloton and Courteney Fisher of Fit With Coco.
Followers and ambassadors from both companies immediately helped support the campaign, with the collaboration post receiving over 21,300 likes and 342 comments, including “freakin genius” and “collaboration of the year.” of bold and quirky posts it also sparked engagement on TikTok, Facebook and Linkedin.
4. Benefit from giving back and social responsibility
Plunge donates to various environmental and humanitarian organizations through its Plunge for the Planet program. Liquid Death is committed to cleaning up plastic pollution through its rebellious can designs. Both companies seek to inspire audiences to make more sustainable choices for people and the planet. In itself, this is a win, as consumers are more focused on supporting brands that care and support people and the planet.
Related: Corporate Social Responsibility is more than just charity – Here's why it's good for business.
5. Use your superpowers
As human beings and entrepreneurs, we're all encouraged to use our “superpowers,” whether it's the ability to approach challenges analytically, a history of scaling businesses, or, in my case, the strength of relationships and networking my personal
Through a great brand and a well executed marketing planLiquid Death built a cult-like community of loyal followers to help promote this collaboration. Plunge, on the other hand, focused on designing and engineering their products in-house. The co-founders pride themselves on having an in-house team that includes a nationwide customer support network.
They also design and manage their own app, which controls temperature and smart cleaning, among other features, inside the home. Additionally, their SEO is and has been a superpower since their early launch days, considering they named their company Plunge and came up as #1 on Google when searching for the term “cold plunge “.
From messaging to imagery and, ultimately, embracing fun beyond the unexpected, the 'Frozen to Death' cold therapy tub is sure to bring more trends for both companies, which are behind each other in the categories of theirs.
So the next time you question a marketing tactic or push, ask yourself if you're going completely against the grain, aligning with growing consumer preferences, and whether your customers are likely to be on board with the campaign. If you can check those boxes, I suggest you go for it. As long as your campaign is authentic, distinctive and aligned with a trend, cause or event, and you can connect with your audience emotionally, you should go for it!
Why? Because why not?