Social Proof Before Product

Liquid Death took an unconventional approach to launching their water brand by starting with social media marketing before having a physical product. This strategy helped validate the concept and secure funding.

Initial Launch Strategy

• Launched on social media 1 year before having physical product
• Created realistic 3D can design and $1,500 promotional video
• Focused exclusively on Facebook marketing initially
• Invested ~$3,000 in paid media behind the video

Results of Social-First Strategy

• Gained more Facebook followers than Aquafina in 3 months
• Video reached 3 million views
• Received inbound interest from:
  • 7-11 franchisees
  • Major distributors like Big Geyser
  • Retail stores wanting to stock product

Funding Journey

• Used social proof to raise initial friends & family round
• Minimum production requirements:
  • 250,000 can minimum order
  • $150,000-250,000 initial production costs
• Science (VC firm) involvement:
  • Connected through mutual contact
  • Showed physical product which helped "understand the magic"
  • Partnered to help launch D2C in January 2019

Marketing Philosophy

• Treats marketing like entertainment, not advertising
• Competes against all content in social feeds, not just other beverages
• Focuses on creating shareable content that provides value
• Aims to be the "funniest thing you saw that morning"
• Avoids traditional marketing approaches that feel like advertisements

Business Model Evolution

• Started D2C but always planned for retail focus
• Recognized water needs immediate availability when customer is thirsty
• Views retail presence as crucial for long-term success