Liquid Death Tone of Voice — Rebellious & Punk

Tagline: "Murder Your Thirst"

Industry: Beverages

Sector: Food & Beverage

How Liquid Death Communicates

Liquid Death communicates with a rebellious, punk and irreverent voice using provocative language. Their sentences are primarily commands in the imperative tense. Their messaging is figurative. Their tagline, "Murder Your Thirst", captures this voice. The central tension in Liquid Death's communication is health vs. punk aesthetic, which shapes every message they craft. Their mission is to make people laugh and get them to drink more water.

Tone Words

Liquid Death's brand voice is defined by the following tone words: Rebellious, Punk, Irreverent.

Communication Style

  • Language Style: Provocative
  • Sentence Type: Command
  • Tense: Imperative
  • Expression: Figurative

Liquid Death Brand Story

Liquid Death proved that water—the most boring product imaginable—could become a billion-dollar brand with the right attitude. Founded in 2017 by Mike Cessario, a former Netflix creative, Liquid Death packages mountain water in tallboy cans with heavy metal branding. The company's marketing is deliberately outrageous: selling its soul to Satan (on paper), making a actual skater video of Tony Hawk skating in a half-pipe filled with their product mixed with his blood, and creating ads that parody horror movies. This irreverent approach has resonated with Gen Z and millennials, turning Liquid Death into a cultural phenomenon valued at $1.4 billion.

Brand Message

Making water cool for people who hate marketing

Brand Mission

To make people laugh and get them to drink more water

Brand Positioning

Core Concept: Anti-Marketing Marketing

Central Tension: Health vs. Punk Aesthetic

About Liquid Death

Supplying Demand, Inc., doing business as Liquid Death, is a canned water company founded by Mike Cessario, headquartered in Los Angeles, California, United States. Its tagline is "murder your thirst". The drink is sold in a 12 US fl oz (350 ml), 16.9 US fl oz (500 ml) "tallboy" drink can and a 19.2 US fl oz (570 ml) can. As of 2023, its water was canned by Wilderness Asset Holdings LLC in Virginia, US. The drink began selling to consumers on its website in January 2019. In March 2024, the company was valued at $1.4 billion. Liquid Death currently has 14 flavors.

Frequently Asked Questions About Liquid Death

What is Liquid Death's tone of voice?

Liquid Death uses a rebellious, punk, irreverent tone of voice. Their communication is provocative, typically using command-style sentences in the imperative tense. Their tagline "Murder Your Thirst" exemplifies this voice.

How does Liquid Death communicate with customers?

Liquid Death proved that water—the most boring product imaginable—could become a billion-dollar brand with the right attitude. Founded in 2017 by Mike Cessario, a former Netflix creative, Liquid Death packages mountain water in tallboy cans with heavy metal branding. The company's marketing is deliberately outrageous: selling its soul to Satan (on paper), making a actual skater video of Tony Hawk skating in a half-pipe filled with their product mixed with his blood, and creating ads that parody horror movies. This irreverent approach has resonated with Gen Z and millennials, turning Liquid Death into a cultural phenomenon valued at $1.4 billion.

What is Liquid Death's brand message?

Liquid Death's core message: Making water cool for people who hate marketing Their mission: To make people laugh and get them to drink more water

What is Liquid Death's slogan?

Liquid Death's slogan is "Murder Your Thirst". It carries their rebellious, punk, irreverent voice.

What is Liquid Death's mission?

Liquid Death's mission: To make people laugh and get them to drink more water

What makes Liquid Death's brand voice unique?

Liquid Death stands out through their rebellious, punk, irreverent communication style. Their central brand tension, "Health vs. Punk Aesthetic", shapes how they communicate across the Food & Beverage sector.

What language style does Liquid Death use?

Liquid Death uses provocative language, with figurative messaging, in command-style sentences, using the imperative tense.

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