![]() As a result, marketers can’t continually resort to same approaches and expect consumers to engage every time. As humans, our emotional responses are constantly being re-written and re-wired. That said, engaging consumers’ emotional in the ways we always have won’t work either. ![]() While brand deniers are certainly right that big data has changed the way we shop, they neglect to admit that humans aren’t machines and that consumers’ behavior will never be 100% rational. On the other side are those I call “brand traditionalists.” They have largely dismissed changes in consumer behavior as minor shakeups rather than major disruptions and believe the same marketing rules and process and ways of doing business that have always applied should remain largely unchanged.Ī more moderate observer would tell you both points of view have merit, but also largely miss the mark. On the one side there are “brand deniers.” They believe the age of big brands is essentially over as unemotional cost-benefit analyses have taken over, aided by instant online product reviews, search engine bargain hunting, and increased openness to private labels across categories and consumer groups. Otherwise, they retained core elements such as the wordmark and skull.When it comes to branding, it’s easy to find yourself stuck between two different mindsets. Finally, Severed Lime makes excellent use of green and yellow, with a bit of white. Mango Chainshaw sports a gold hue with black with a little white. Berry It Alive looks the most similar to the original packaging, with a white background, gold as a secondary color, and a touch of red. The packaging follows a similar formula taking Liquid Death’s fun and standout packaging and adding some color. Liquid Death took its quality Alpine water and added a splash of flavor, electrolytes, and a touch of sweetness to create its new sparkling flavored waters. “Our flavored waters are lightly sweetened with three grams of real agave nectar, coming in at just 20 calories, so you get a much better taste without sacrificing too much on health.” “Our flavored sparkling waters have also found a new gap within the flavored water market itself,” Mike explained. ![]() ![]() On the other end of the spectrum, there are super sweet sodas with tons of sugar or intense sweeteners,” Cessario said. “Many flavored options fall in the zero-zero-zero category-zero carbs, zero calories, zero sugar, and often zero flavor. ![]() Our Instagram post of the flavor cans is our second-best performing post of all time, second only to our Tony Hawk post that literally broke Instagram,” Mike Cessario, co-founder and CEO of Liquid Death, told Dieline. “A lot of our sparkling water customers have been dying for us to come out with flavors, so we have some built-in demand. Given such success, which includes a deal with festival and event venue firm Live Nation to replace plastic bottled water with Liquid Death, it was only a matter of time before it branched out into flavored sparkling water. Canning water isn’t a new concept, but Liquid Death has taken the idea of RTD still and sparkling H2O mainstream with its heavy metal branding and strong sustainability message around using aluminum instead of plastic. ![]()
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