Who knew negative social proof could be so powerful? I’m mostly kidding, but this campaign from Liquid Death is a great example of how a company can be so confident in their positioning, that they’re willing to alienate everyone else. In this case, Liquid Death, a canned water company targeted at heavy metal and punk rock music fans, created a legit album of real hate comments they received. According to Mike Cessario, the founder of Liquid Death, their target audience immediately understands the humor behind their campaigns. In a past interview with Business Insider, he said: “If you think about it, it makes sense, everything metal and punk is extreme. Being vegan is extreme, protesting the deforestation is extreme. There are more vegans at a heavy metal show than a Taylor Swift show.” A cool example of a company with conviction in its target market and the guts to do something different. Have a listen, but beware there is some explicit language.
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