Group Y Content : Embracing Worst Practices

In this Week’s Group Y Content, we discuss embracing worst practices as Liquid Death challenges conventional branding.

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Embracing Worst Practices

Think Wrong: How Liquid Death Challenges Conventional Branding

In his engaging CreativityFlow talk, Andy Pearson, the VP of Creative for Liquid Death, explores the concept of "worst practices" in marketing and design, emphasizing the importance of creativity, humor, and unconventional thinking.

He begins by discussing the success of Liquid Death, a brand that has redefined the bottled water industry by packaging water in cans with a bold, irreverent aesthetic. Pearson shares the brand's journey from skepticism—where people doubted the viability of drinking water from a can—to achieving a valuation of $1.5 billion in just five years.

Pearson highlights the brand's mission to combat plastic pollution while promoting healthier beverage choices, positioning Liquid Death as a "funny beverage company" that rejects traditional corporate marketing. He argues that the marketing industry often overlooks the desires of consumers, leading to extractive practices that fail to engage audiences meaningfully.

Throughout the presentation, Pearson shares anecdotes and examples of Liquid Death's unique marketing strategies, which include creating entertaining content rather than conventional advertisements. He discusses the brand's approach to "3D comedy," where humor is infused into every touchpoint, from packaging to social media interactions. Pearson emphasizes the importance of making marketing enjoyable and engaging, stating that the goal is to be "the best thing someone sees that day."

Pearson also shares a series of "worst practices" that Liquid Death embraces, such as having two logos, making entertainment instead of marketing, moving quickly to create content, and thinking outside the confines of reality. He encourages marketers to take risks, experiment, and embrace ideas that may initially seem foolish. By doing so, he believes brands can discover innovative solutions and connect with their audiences on a deeper level.

The presentation culminates in a call to action for marketers and creatives to embrace the notion that "everything is stupid until it isn't." Pearson encourages the audience to explore unconventional ideas and to find joy in the creative process, ultimately leading to meaningful connections with consumers.

KEY TAKEAWAYS FROM ANDY

• Embrace Worst Practices: Sometimes, the most unconventional ideas can lead to the most significant breakthroughs. Liquid Death's success stems from its willingness to challenge norms and embrace what others might consider "stupid."

• Make Entertainment, Not Marketing: Focus on creating engaging and entertaining content that resonates with audiences rather than traditional marketing tactics that may be ignored.

• Think Like a Character: Treat your brand as a character with its own personality and motivations. This approach can lead to more authentic and relatable marketing strategies.

• Move Fast and Experiment: Rapidly create and test ideas to learn what resonates with your audience. This iterative process allows for continuous improvement and innovation.

• Have Fun: Infusing fun into the creative process not only enhances the work environment but also fosters a connection with consumers who appreciate the joy and humor in marketing.

• Challenge Conventional Wisdom: Don't be afraid to question established practices in your industry. There may be better ways to approach problems that have yet to be explored.

• Connect with Your Audience: Ultimately, the goal of marketing should be to create meaningful connections with consumers, making them feel seen and engaged with the brand.

ALSO WATCH

Liquid Death’s CEO and Founder Mike Cessario

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