Liquid Death is a canned water company founded in 2017 with the tagline “Murder your Thirst”. The company calls itself “a funny water company that hates corporate marketing as much as you do”. The creative behind the tagline was former Netflix creative director Will Carsola, who also created the logo of a skull that appears to be melting or on fire with the motto “Murder your thirst”.
Creative taglines are very relevant in marketing because they allow businesses to stand out from the competition and engage their target audience. Taglines can capture customers’ attention, create a memorable brand identity, and communicate the brand’s unique value proposition. Creative slogans can also convey a brand’s mission, values, and personality, all essential aspects of a successful marketing strategy. In addition, clever taglines can be used to create an emotional connection with customers and drive customer loyalty and engagement.
The advertisement essentially focuses on quenching one’s thirst. It is an effort to show an animated representation of murdering one’s thirst, as the content is majorly focused on engaging children and a younger population among the audience.
The advertisement begins on a simple note, where the water is sourced from the mountains and rivers to show a natural element to the product. Still, it immediately transitions into a character that murders one’s thirst. Throughout the video, the Liquid Death character kills the thirst in people by going around to various people who also drink Liquid Death.
The ad also shows a short nuance of their ‘Death to Plastic’ campaign in the skateboarder scene, where they vouch for a plastic-free world through their campaigns and product offerings. The comical narrative brings about curiosity as well as inquisitiveness in the audience.
It creates a long-lasting impact on the viewers who watch a funny video that describes water as a force of Death. To capture people’s attention, the animated screen representation has been made to cater to a broader range of audiences that also communicates the brand’s image and message.
The advertisement makes things obvious – Nobody can escape from Liquid Death. Furthermore, it tries to imply that once a person drinks it, it then fulfils its motto to murder their thirst, which is shown in a quirky and meaningful manner.