[HN Gopher] Your Ad on a National Run of Liquid Death Cases
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       Your Ad on a National Run of Liquid Death Cases
        
       Author : mooreds
       Score  : 7 points
       Date   : 2024-02-08 21:21 UTC (1 hours ago)
        
 (HTM) web link (www.ebay.com)
 (TXT) w3m dump (www.ebay.com)
        
       | dharmab wrote:
       | For clarity, Liquid Death is a beverage brand. Flavored water,
       | ice tea, etc.
        
         | fragmede wrote:
         | _Un_ flavored water.
        
         | jfengel wrote:
         | I don't get their marketing pitch. The idea seems to be to
         | brand water as if it were an energy drink or alcoholic
         | beverage. I'd have thought that the appeal of the irony would
         | wear thin very quickly.
        
           | mikestew wrote:
           | You have nailed it, according to this previous HN discussion:
           | 
           | https://news.ycombinator.com/item?id=36304407
        
           | pmcc wrote:
           | I think it's genius.
           | 
           | The product is almost a commodity. I've bought it and it
           | tastes good, but it's virtually identical to other sparkling
           | waters. But look at how differentiated the packaging is.
           | 
           | They're entering one of the least exciting/innovative
           | categories, branding it in this unhinged, hyper-masculine way
           | (e.g. cartoon monsters decapitating thirsty people) that has
           | already proven successful (in things like energy drinks and
           | craft beer) and completely stands out in aisles full of
           | bottled water branded with rivers/waterfalls/mountains.
           | 
           | Is it worth $700 million? Who knows. But as someone in
           | marketing, I am really in awe of brands that can actually
           | pull off something so wildly different like this. The risk of
           | it falling flat and you looking like an absolute idiot is so
           | high, that it's incredibly impressive when someone actually
           | nails it - as these guys clearly have.
        
       | jetbalsa wrote:
       | Putting ad space for sale on a eBay listing has to be a first. Is
       | this even allowed?
        
       | karmajunkie wrote:
       | seems equally likely that this auction is itself an ad for the
       | beverage. never heard of them before today, but i bet you i'm
       | going to start noticing them all over the place now.
        
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       (page generated 2024-02-08 23:01 UTC)