Liquid Death has built a $1.4 billion brand by being as eye-catching as possible. Its latest marketing stunt is taking things to the next level.
Click here to read the story at cnbc.com.
Discussion Questions:
- What is publicity?
- Why is publicity important to a brand like Liquid Death?
- Why is it important to manage publicity surrounding the brand?
- What is a publicity stunt?
- Based on what you learned in this story, describe this publicity stunt from Liquid Death.
- What type of business is Liquid Death? According to this story, how did it build its $1.4 billion brand?
- How does Liquid Death’s marketing strategy differ from traditional approaches to promoting water brands?
- Are there any risks or disadvantages to this strategy?
- What is a target market?
- Who might represent the target audience for Liquid Death?
- How does that explain its brand marketing strategy?
- Discuss the role of humor in Liquid Death’s marketing campaigns. How does humor contribute to brand awareness and customer engagement?
- Why would Liquid Death give away a fighter jet?
- What is positioning?
- How would you describe Liquid Death’s positioning strategy?
- How does this publicity stunt fit the brand’s positioning strategy?
- Consider the legal and logistical challenges of running a contest like the fighter jet giveaway. Based on what you learned from this news story, how does Liquid Death address these challenges?
