Brands just wanna have fun
So, amid uncertainty, what’s a brand to do? The good news is that in uncertain times, hell, anytime, fun works. Finally, brands are beginning to understand that fun isn’t just for others. It’s good for social and what’s good for social is good for business.
Here for the LOLs
The era of absurdity, rebellious creativity and cultural relevance is finally catching on. Brands like Liquid Death are proving that having fun is the key to driving growth. They’ve managed to turn canned water into a cultural phenomenon. Instead of sticking to the typical health-conscious or fitness-focused market, they’ve targeted alcohol drinkers with a penchant for rock music, rebellious in tone and boldly creative. The results speak for themselves in the USA. Liquid Death’s revenue soared to $263m last year. However, more recently, we’ve seen and heard that the UK isn’t the same story. Why?
Liquid died a death…
Byron Sharp’s logic says that brands grow through two avenues: mental availability (staying top-of-mind) and physical availability (being easy to find and purchase). In Liquid Death’s case, their initial push stumbled partly because of missing pieces on the distribution jigsaw - if you aren’t on enough shelves, mental availability can only go so far. Canned water is still an emerging subcategory in the UK. Multiple beverage retailers and grocery insiders report that Liquid Death’s price point in the UK felt steep in a cost-of-living-crisis, especially when lined up against ubiquitous (and cheaper) British bottled-water brands. That combination (premium price plus an untested concept) can feel high-risk to stocking retailers.
That said, none of these challenges diminish Liquid Death’s overall genius in my eyes. Unlike other brands, Liquid Death know and understand their audience and they focus on it relentlessly. From headline sponsorship of Download Festival to a Metallica tour merch collaboration, it’s obvious they’re targeting the rock and metal fanbase. While that might not be the biggest audience on the planet, it’s notably one of the most loyal.
Can water be fun? Yes it can!
Canned water isn’t that novel in itself. British startup Cano was the first company to put water in a can, and probably feel that their pioneering idea has been hijacked by a group of audacious Yanks. What is novel is building such a strong sense of identity and humour that fans treat it like a band or a streetwear label. It’s rare for a beverage brand to earn the right to sell hats, hoodies, and T-shirts that people wear proudly. The fact that Liquid Death can pull this off as a water brand is testament to their brand strategy. Fans in the heavy metal scene spend significant money on tickets, merch, and everything in between - exactly the kind of high-affinity group that can power a brand’s growth across borders if done well. They’ve nailed distinctive brand assets - they have a unique positioning “a water brand for the anti-water crowd” that sets them apart. They’re building mental availability in ways most beverage brands would never dare. Exactly why they’ve risen so fast in the US. Once they shore up their “physical availability” to match, they’ll be well-positioned to grow among more of the UK’s broader category buyers.
Embracing the fun factor
Brands that embrace fun, humour and a bit of chaos can thrive in the market. The humorous approach isn’t just limited to quirky start-ups. Some of this can be traced back to Maybelline who made a splash with their Transport Lashes campaign in 2023. The mascara brand tricked the press and social media into thinking a giant mascara brush was applying mascara to a passing train in New York City. The absurdity of the stunt captivated audiences, going viral across TikTok and Instagram. It was bold, unexpected and completely unforgettable. Like Liquid Death, Maybelline’s campaign tapped into the power of humour and absurdity to capture attention in a way traditional advertising couldn’t. Data from Kantar shows that humour should be a no-brainer for marketers: funny ads are more memorable and more distinctive, and the brands are more recommended. System 1’s testing indicates that the emotions driving the biggest business effects are amusement and schadenfreude .
A playful approach
Currys, a high street staple for decades, is also embracing a more playful and fun approach to connect with younger audiences. Jumping on the Gen Z and millennial trends on TikTok, Currys has transformed its identity from that of a boring tech retailer to a relatable, funny brand that’s firmly planted in the social media zeitgeist. The success of these strategies points to a broader trend in brand marketing.
In an era where consumers are bombarded with endless content, those who lean into humour and disruption stand out. They become part of the conversation rather than distant advertisers. For brands looking to stay relevant, this means stepping away from the safety of traditional, predictable strategies and leaning into the fun and the unexpected. But there is also a requirement to be relentless, ideate and create - that’s where we come in.
If brands are looking to make the world a better place, they can do a lot worse than make people laugh. How can your brand embrace the playful approach? Create quirky, offbeat content that speaks directly to your audience, or shake things up a little. Have fun trying and showcasing the fails. If Liquid Death’s success in the US teaches us anything, it’s that being bold, rebellious and a little unhinged can lead to serious business results.
In the end, it’s all about making people smile and in business, that’s a recipe for success.
Bryn Foweather
