No one took Liquid Death seriously.

Who wants to ‘murder their thirst’ with canned water, anyway?

Well, apparently everyone. Because the so-called gimmicky brand’s raked in a cool $263 mil in global sales. So who’s laughing now?

In today's newsletter:

• Liquid Death proves water can be edgy (find out how their unconventional marketing has made the brand worth $1.4B)

• Why Spotify has a cult-like following (plus what we can learn from the personalisation pros)

• Trend plug - Not today, maybe tomorrow (procrastinators—this one’s for you!)

• I’m afraid to say what I really think on my socials (here’s why you’re thinking about this the wrong way…)

- Charlotte, Editor ♡

The coolest new way to hydrate yourself is with … death?

No, this isn’t some hectic new-age beauty trend (looking at you, vampire facials). Liquid Death is one of the most popular beverages in the world right now.

But how on earth did canned water become a $1.4 billion brand, making $263 million in global sales?

Liquid Death began with what felt like an absurd PR stunt. Launching in 2017 with just a rendering of a tall boy that was reminiscent of a beer can, the internet put it down to being some kind of gimmick. Others called it the 'bullshit side of bro culture.' 

Little did anyone know Liquid Death would soon become the fastest-growing water and iced-tea brand, as reported by SPINS. Their success is a perfect example of the magic of clever marketing.

But it’s literally just water?

Exactly. That’s the key to Liquid Death’s crazy success. The brand's taken a product that's generally marketed under the premise of its purity. And they've subverted that trope.

[Keep reading]

-Sophie, Copywriter

Why Spotify Has a Cult-Like Following

Are Spotify users like a fricken cult? Yes, they totally are.

And never are the 120 MILLION OF THEM prouder of their cult than they are on Spotify Wrapped Day.

Imagine the shame I experience when I tell them 'I’m on Apple Music' and see their faces smirk with superiority. They are loyal soldiers of the brand wars. And they know the rest of us have no cavalry comparable to their beloved ‘Wrapped.’

So why does Spotify have such an obsessed following?

Because the brand’s focus on personalisation has won the trust and hearts of millions of customers around the world. It fosters immense brand loyalty and sets the standard for other brands to do the same.

Let's break down exactly how they do it.

It’s all about the data, baby.

Personalisation harnesses consumer data to create content tailored to them. This data includes users’ interests, demographics and purchasing habits.

[Keep reading]

-Sophie, Copywriter

Trend Plug - Not Today, Maybe Tomorrow

Why do something today that you could put off until tomorrow?

Procrastination always pays off, right?

ANYWAY. Today's trend is inspired by a clip from a song off Billie Eilish's recent album. This song has the words, 'Not today, maybe tomorrow.' So it's perfect for the procrastinator in all of us.

How can you use this trend?

Film yourself lip-syncing to the song. Then add overlay text describing a request to which your answer is going to be, 'Not today, maybe tomorrow.'

Some onscreen text ideas to get you started...

• 'Can you post this right now?'

• 'Hey, I know it's Sunday but we were thinking...'

• 'Let's circle back to this after the meeting'

-Abdel, Social Media Coordinator

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Ask the Editor

Q - My niche (property) can be polarising. How do I make sure I don't alienate anyone with my content? -Courtney

Hey Courtney!

I totally get that you don't want to push anyone away, but you're thinking about this all wrong. If you're too worried about pleasing everyone all the time, you aren't going to be speaking to anyone in particular.

Instead, decide what your stance is on the topics you're going to speak about. Then stick to your guns! Your strong opinions will resonate with the people you want to talk to.

As for the ones who don't agree, they'll keep scrolling. I'm telling you--being opinionated is what will make your content much more engaging! So fight the fear and just go for it.

- Charlotte, Editor ♡