“We saw that all the unhealthy brands in the world of marketing were doing all the coolest, funniest, most irreverent marketing,” Cessario explains. By January 2019, Liquid Death made its first sale online and since then has grown into the most popular water brand on social media. Within just four months, the video ad had three million views and the page had more followers than Aquafina. It all started in 2018 with a $1,500 video advertising campaign and a newly created Facebook page. So he set out to build a business that would make canned water a thrilling alternative to plastic.
The founder and CEO of the brand, Mike Cessario, was a marketer who grew tired of playing it safe in the corporate advertising world. Its unique branding takes our most basic liquid and makes it bold and eye-grabbing, starting with skull designs on their cans of both regular and sparkling water.Įncountering a can of Liquid Death among traditional water brands at the grocery store or gas station might be a little jarring at first - but that’s the whole point. Liquid Death is a water company on a mission to bring “death to plastic” once and for all. They’re doing it through radically imaginative marketing that is frightening to some, but hilariously entertaining to most. One bold company known as Liquid Death is working to shift consumer mindsets toward canned water. The problem is, consumers have been slow to catch on to drinking water in a can. With canned water proving to be a reputable alternative to plastic, brands like Pepsi have begun offering their products in new containers. And although aluminum cans are typically recycled into - you guessed it - more aluminum cans, there are many other applications as well including window frames, road signs, and casting of engine components for vehicles. While aluminum mining does produce its own emissions, some believe that if we can get enough aluminum into a recyclable rotation, it could eventually have the same carbon footprint as glass bottles. Nearly 75% of all the aluminum ever produced is still in use today, as the material retains its properties indefinitely. When you consider that the average aluminum can contains over 70% recycled material, it seems like a viable solution to the plastic bottle crisis. sent to China were too dirty to recycle and ended up in landfills. This was partially due to the trade war, but also because most of the recyclables the U.S. In fact, it’s estimated that by 2050 there will be more plastic than fish in our oceans.Īdditionally, China stopped accepting imported plastic waste from the U.S. But sadly, a lot of it ends up in the ocean. It’s gotten so bad that some environmental economists have recommended simply throwing plastic in the trash so less transportation is required to process it all. This has partially been due to consumers, but is also largely fueled by the economy as plastic is no longer logistically feasible to recycle. Of all the plastic ever produced, only nine percent has been recycled. This leads us to another issue with plastic water bottles: recycling them.
Further, the average water bottle is made of just three percent recycled materials. Plastic production increases our reliance on fossil fuels, which is a major contributor to pollution and global warming. more than 17 million barrels of oil are required. In order to meet the massive demand - 50 billion plastic bottles are used every year in the U.S. When measuring the impact that plastic water bottles have on the environment, it’s best to start with a consideration of the production process. So more beverage companies are looking for environmentally-friendly alternatives.
#LIQUID DEATH PORTABLE#
The demand for portable water isn’t going anywhere and although many proponents of a circular economy recommend purchasing reusable bottles to reduce single-use products, the idea hasn’t quite caught on yet. Once hailed as a miracle invention to make the most essential of liquids more portable, plastic bottles are now a major liability, with more than 40 billion of them wasted each year in the U.S. An unexpected solution to the plastic pandemic is rising in popularity: canned water.