With a brand like Liquid Death, it’s no surprise to see the self-proclaimed “punk rock” bottled spring water startup is tapping into the spirit of Halloween to pump up business by hiring a real-life witch doctor to curse its complete product inventory.
Mystic Dylan, the Louisiana witch doctor, casts his spell in Liquid Death’s new “Certified Cursed Liquid Death” marketing video on YouTube page. The spooky spokesman chants within the video that he calls on the waters of Liquid Death and curse them with a witch’s breath. Curse this place, invade those who would consume.
Towards the end of the magic, a disclaimer adds, “Liquid Death isn’t liable for what the demons do to you when you decide to consume it.”
There is an irony to all of the hocus pocus. Regardless of its punk-rock sensibility, wild brand aesthetics with cans that include melting skulls and medieval-style fonts in addition to a slogan that states “Murder, Your Thirst,” Liquid Death is a healthy water product.
On its web site, Liquid Death states that be clear; Liquid Death is a pointless way to bottled water. Companies attempt to be meaningless in everything we do. As a result of unnecessary things tend to be far more interesting, fun, hilarious, captivating, memorable, exciting, and cult-worthy than ‘essential’ things.”
Another exception is the “bottled water” comes not in plastic containers, however, rather 16.9-ounce tallboy cans those usually reserved for a beer or not so wholesome vitality drinks. The ten-month-old company works with the Thirst Project and five Gyres to donate a nickel from each can sold to take away plastic garbage from oceans and provide drinking water to dry and impoverished areas.
The 100% natural and non-carbonated spring water from a private, underground source in Frankenmarkt, Austria is starting to make its push into retail stores. It’s available for direct sale on its web site in addition to Amazon.
In May, Liquid Death raised $1.6 million, bringing its total funding to $2.25 million. The wacky startup brand’s investors include Twitter co-founder Biz Stone and Jen Rubio, co-founder of suitcase-making company Away.