How Liquid Death Advertises on Meta

# Ad summary This ad showcases Liquid Death's "The Deathpool Shirt" against a dark, mysterious backdrop, emphasizing the brand's edgy aesthetic. # Brand positioning Liquid Death positions itself as a disruptor in the beverage industry with its humorous, edgy branding that defies the conventional norms of bottled water and merchandise. The brand embraces a metal/punk rock aesthetic with a focus on sustainability. The brand ethos and product names are intentionally irreverent, aimed at consumers who appreciate dark humor, and the counter-culture. It promotes a lifestyle that is both environmentally conscious and rebellious. # Product "The Deathpool Shirt" is a black, long-sleeved shirt from Liquid Death. The back features the brand's logo above a graphic image of a skull partially submerged in a pool of liquid. The sleeves also feature graphics in white ink. The shirt is visually marketed to appeal to those who embrace alternative aesthetics. # Visual style The ad has a dark and moody aesthetic, emphasized by the low lighting and monochromatic color scheme. The editing is simple and static, which draws attention to the product. The production quality is high, with smooth transitions and clear visuals, which aligns with the brand's aesthetic. # Hooks Text overlay: 00:01–00:03: TAKE A DIP Visual: 00:00–00:03: The camera is positioned at eye level in front of a black, long-sleeved "The Deathpool Shirt" floating in dark water. The background is out of focus and shows a dark, wooded area. Ripples extend out from the shirt. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Appeals to an edgy, counter-culture aesthetic # Benefits - None used # Features - Black long-sleeved shirt - Features Liquid Death logo and a skull graphic # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is told from the brand's perspective, showcasing their product and aesthetic. # Storyline - 00:00–00:02 The ad opens with a black long-sleeve shirt floating in dark water, setting a mysterious and edgy tone to match the brand's identity. - 00:01–00:09 Text overlays introduce the shirt and its name, reinforcing the brand's irreverent humor.

# Ad summary The ad showcases Liquid Death's tackle box cooler by showcasing the product in a serene outdoor setting. # Brand positioning Liquid Death is presented as a brand that rebels against traditional marketing norms. The brand associates itself with edgy, counter-culture aesthetics, using death-related imagery and dark humor to appeal to consumers who reject mainstream corporate branding. It occupies a space that emphasizes sustainability and health, offering a unique alternative to traditional bottled water. The brand also challenges the status quo of traditional beverage marketing, often seen as overly polished or inauthentic, by adopting a more direct and unconventional approach to reach its audience. # Product The Liquid Death Tackle Box is a cooler bag designed to look like a fishing tackle box. It is black with gold Liquid Death logos, featuring a hard plastic compartment on top for keeping drinks cold and separate storage compartments for gear. The tackle box is marketed as a functional and stylish way to keep Liquid Death beverages cold while engaging in outdoor activities, specifically fishing. The brand positions the tackle box as the perfect accessory for those who want to enjoy Liquid Death while out on the water, combining practicality with the brand's edgy aesthetic. It is designed for outdoor enthusiasts who appreciate both functionality and a unique, irreverent brand identity. # Visual style The ad has a polished aesthetic with soft lighting and a moody atmosphere, creating a serene visual experience. The editing style uses static shots, maintaining a slow and steady pace. The production quality is high-end, lending a sense of quality and sophistication to the product. The visual motif centers around nature and water. The pacing is slow, with each shot held for several seconds, creating a meditative effect. # Hooks Text overlay: 00:01–00:04 THIRST SLEEPS WITH THE FISHES / 00:01–00:04 THE ATTACKLE BOX Visual: 00:00–00:03 A black Liquid Death tackle box with a gold logo sits open on a weathered wooden dock. Inside is a clear plastic container with multiple dividers. In the background, a misty lake is visible with a brown canoe floating on the water. The camera angle is slightly low, focusing on the product, and the lighting is soft, creating a moody atmosphere. # Funnel stage Top of funnel (Awareness) # Pain points Keeping drinks cold while participating in outdoor activities such as fishing. Conventional coolers are bulky and cumbersome. # Value propositions - Functional and stylish way to keep Liquid Death beverages cold while fishing. - Combines practicality with the brand's edgy aesthetic. # Benefits - Keeps your beverages cold while engaging in outdoor activities # Features - Tackle Box Cooler # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad presents the brand and its product through a branded aesthetic, complete with stylized visuals and text overlays. # Storyline - 00:00–00:02 The ad opens on a peaceful outdoor scene, establishing a serene and natural setting. - 00:01–00:04 On-screen text appears, "Thirst sleeps with the fishes," immediately associating the product with the brand's death-related imagery and suggesting a macabre twist. - 00:01–00:04 The text "The ATTACKLE BOX" appears, completing the product reveal with a playful pun, reinforcing the brand's irreverent tone.

# Ad summary This image ad showcases the Liquid Death Darts of Darkness dartboard and cabinet set, set against a dark, moody backdrop. The ad highlights the product's design and branding, appealing to those who enjoy the brand's edgy aesthetic. # Brand positioning Liquid Death positions itself as an edgy, rebellious alternative to traditional bottled water brands. The brand deliberately contrasts with the health and wellness norms typically associated with the beverage category, instead opting for a bold, irreverent, and anti-establishment image. The brand's aesthetic—featuring skulls, dark imagery, and aggressive language—appeals to consumers who reject mainstream health culture and prefer a brand that aligns with alternative or counter-culture values. Liquid Death seeks to occupy the space of a disruptive, attention-grabbing beverage that stands out through its unique branding and provocative marketing. # Product The featured product is the “Darts of Darkness” dartboard and cabinet set from Liquid Death. The set includes a traditional dartboard with a black and white Liquid Death logo in the center, surrounded by concentric rings of red, green, and black. The dartboard is housed within a white wooden cabinet that opens to reveal the board. The inside of the cabinet doors feature scoreboards and dart holders. The set also includes a package of darts. The dartboard and cabinet are intended for recreational use, particularly for those who appreciate the brand's unique aesthetic and want to incorporate it into their leisure activities. # Visual style The ad has a highly polished, studio-shot production quality with a focus on product presentation. The visual motif is clean and direct, prioritizing clear visibility of the product against a simple, moody backdrop. Image treatment includes background blurring, color grading for a darker, more atmospheric feel, and controlled lighting to highlight the product's details. The typography is bold and legible, designed for easy scannability. The overall style contrasts with typical platform norms by adopting a sophisticated, high-design aesthetic rather than a user-generated content or platform-native look, increasing stop power in feed. # Hooks Headline: DARTS OF DARKNESS # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - None used. # Benefits - None used # Features - Dartboard - Cabinet # Call to action None used. # Social proof - None used. # Point of view - Brand: The point of view throughout the image emphasizes the brand’s identity by visually showcasing the Liquid Death Darts of Darkness dartboard set, aiming to project a bold and rebellious aesthetic. # Storyline - The ad opens with a wide shot of the Liquid Death Darts of Darkness set, immediately establishing the product and brand as the focal point. This sets the stage for a clear, direct showcase of the product without distraction from other elements, presenting it in a manner consistent with Liquid Death's in-your-face branding. - The shot zooms in slightly, bringing the product details into sharper focus and drawing the eye to key design features. This invites closer inspection of the dartboard, cabinet, and overall aesthetic, encouraging viewers to appreciate the craftsmanship and branding elements of the product, furthering the interest in the product. - The composition is staged against a dark and moody background, emphasizing the "Darkness" element of the product name. This evokes a sense of mystery and edgy sophistication, reinforcing Liquid Death's brand identity and creating an aspirational lifestyle association.

# Ad summary This ad features a review of the Scary Strawberry flavor of Liquid Death's new energy drink line. The reviewer emphasizes its 'clean' ingredients, with only 5 calories and zero sugar, as well as the presence of vitamins B and C, and magnesium. They find it smooth, with no nasty aftertaste. # Brand positioning Liquid Death is presented as a disruptive brand that challenges the norms of the beverage industry by offering 'clean' and health-conscious options. The brand positions itself as an alternative to sugar-laden energy drinks, aligning with a health-conscious and energetic lifestyle. The brand occupies a space in the consumer's mind that values better-for-you beverages and edgy branding. # Product The featured product is Liquid Death's Scary Strawberry energy drink, one of four new flavors in their energy drink line. The reviewer highlights that it has only 5 calories and 0 grams of sugar, positioning it as a 'clean energy' drink. It also contains vitamins B and C, and magnesium. The reviewer describes its taste as similar to a strawberry cream soda, praising its smooth flavor and lack of aftertaste, which is unusual for a low-calorie drink. The product is suggested as an energy drink swap for the gym or for anyone needing a clean boost. # Visual style The ad has a casual, UGC-style aesthetic, with static shots and minimal editing. The production quality is decent, giving it a polished but authentic feel. The pacing is moderate, and there are no cuts or product actions timed to the music or voiceover. The visual motifs include center-framed shots and a brightly lit setting. # Hooks Spoken: Female 1 [enthusiastic]: Quick review. I was in 7-Eleven the other day and I seen that Liquid Death dropped a new energy drink, four new flavors. Text overlay: QUICK REVIEW / 11 / THAT / DROPPED A NEW / FOUR Visual: 00:00–00:05 The shot features a medium close-up of a person with dreadlocks, a black headscarf, and large square sunglasses. They are wearing a gray t-shirt with white text, and a silver chain necklace. They are holding a can of Liquid Death Scary Strawberry energy drink, which has a pink top. The background includes a wooden wall, a plant, and two abstract paintings with bright colors. # Funnel stage Consideration # Pain points The ad addresses the pain point of many energy drinks being loaded with sugar and calories, leading to unhealthy crashes and guilt. # Value propositions - Clean energy with only 5 calories and zero sugar, making it a guilt-free energy boost. - Contains vitamins and magnesium, offering additional health benefits beyond just energy. - Smooth taste with no nasty aftertaste, providing an enjoyable drinking experience. # Benefits - Supports your body - Smooth taste - No nasty aftertaste # Features - Clean energy - Only 5 calories - Zero grams of sugar - Vitamin B and C - Magnesium # Call to action Check it out. # Social proof - "Quick review" – Female 1 (Customer) - "I bought them all" – Female 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer reviewing a new beverage. # Storyline - 00:00–00:01 The creator starts with a quick review of Liquid Death's new energy drink line. - 00:01–00:07 The creator mentions finding the product at 7-Eleven and buying all four new flavors, with the intention of trying them all. - 00:07–00:08 The creator names the flavor that they are reviewing: Scary Strawberry. - 00:08–00:16 The creator notes that the energy drink has only 5 calories, 0 grams of sugar, and includes vitamins B and C. - 00:16–00:21 The creator opens the can and takes a sip of the drink. - 00:21–00:27 The creator describes the flavor as a strawberry cream soda. - 00:27–00:35 The creator says it tastes like strawberry, is smooth, and has no nasty aftertaste. - 00:35–00:38 The creator notes it has magnesium. - 00:38–00:42 The creator mentions it supports the body rather than loading it with sugars. - 00:42–00:49 The creator states that the drink is perfect for an energy drink swap out for the gym or a clean boost. - 00:49–00:52 The creator encourages the viewer to check it out.

# Ad summary This ad features a man in a suit holding Liquid Death, while a grim reaper figure appears to follow him. The Liquid Death features are listed on-screen. # Brand positioning Liquid Death is presented as a quirky and humorous brand, contrasting its morbid name with a health-conscious product. The ad aligns with a lifestyle that values staying hydrated with beverages that have zero sugar and are low-carb. The brand seems to challenge typical norms by combining edgy, dark humor with a focus on healthy hydration. This positioning is functional, highlighting the product's low sugar and carb content, while also emotionally appealing through its unique branding and comedic approach. # Product The advertised product is Liquid Death, specifically the energy drink variety in a can. The ad explicitly states the product contains zero sugar, two carbs, and 100mg of caffeine. It is shown being consumed by a man in a suit and a figure dressed as the grim reaper, implying it is for anyone needing an energy boost. The ad focuses on the health benefits of Liquid Death as an energy drink, highlighting that it is low in sugar and carbohydrates while providing caffeine. The slim can design is also showcased, suggesting it is a convenient and stylish beverage option. # Visual style The ad has a quirky and humorous aesthetic, blending high-quality shots with amateurish elements. The editing style includes quick cuts and static shots to emphasize the punchlines. The production quality feels like a hybrid of a polished commercial and UGC content, with handheld camera movements and straightforward transitions, which supports the brand's intended tone. The pacing is consistent throughout the ad, creating a steady rhythm that complements the comedic timing. # Hooks Spoken: 00:10–00:16 [Singing] At the starting of the week, an atomic talk you'll hear them speak. It's Text overlay: 00:10–00:11 Zero Sugar / 00:11–00:12 2 carbs / 00:12–00:13 100mg Caffeine / 00:13–00:14 Easy / 00:14–00:15 Energy / 00:15–00:15 Boost / 00:15–00:16 @Liquiddeath Visual: 00:09–00:16: The camera shows the man in the suit and the figure dressed as the grim reaper sitting on a rock in a park. The man is drinking a can of Liquid Death, while the grim reaper holds a can as well. In the background, there is a clear blue sky and a view of a city in the distance. A box of Liquid Death sits on the rock in front of them. Text overlays appear on the screen, highlighting the product's features. # Funnel stage Middle of funnel (Consideration) # Pain points None used. # Value propositions - Liquid Death provides energy with zero sugar and low carbs. # Benefits - Energy Boost # Features - Zero sugar - Two carbs - 100mg caffeine # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – This ad is communicated from the perspective of a customer of the brand, the man in the suit, through his visual actions and product interactions. # Storyline - 00:00–00:02 The scene opens in a supermarket where a man in a suit picks up a bottle of soy sauce. - 00:03–00:04 A figure dressed as the grim reaper is seen standing nearby. - 00:05–00:08 The man in the suit picks up a pack of Liquid Death. - 00:09–00:09 The grim reaper is then seen giving a thumbs-up. - 00:10–00:16 The scene cuts to the man in the suit and the grim reaper sitting on a rock overlooking a landscape, drinking Liquid Death and highlighting its features.

# Ad summary The ad features a vintage-style projector displaying various Liquid Death merchandise items in a dark, stone cellar setting. # Brand positioning Liquid Death positions itself as a rebellious, edgy alternative to traditional bottled water companies. The brand embraces a dark, humorous aesthetic, using metal-inspired imagery and provocative product names. It appeals to consumers who reject mainstream trends and appreciate a bold, unconventional brand identity. Liquid Death defies typical bottled water norms by aligning itself with a counter-culture lifestyle and aesthetic, focusing on emotional branding through humor and irreverence. # Product The ad showcases a range of Liquid Death merchandise, including the Darts of Darkness dartboard set, the Sudden Death 2 hockey jersey, The Attackle Box tackle box, a Deathpool long-sleeve shirt, and an Axe Murderer pint glass set. Each product is presented with dark humor and edgy branding, aligning with Liquid Death's overall aesthetic. The dartboard is a standard dartboard with Liquid Death branding. The hockey jersey is black with red accents, featuring a skull logo. The tackle box is a black fishing tackle bag. The Deathpool shirt is a black long-sleeve shirt with a skull graphic. The Axe Murderer pint glass set includes two pint glasses with the Liquid Death logo and a small axe graphic. The products are presented as collectible items for fans of the brand's unique style. # Visual style The ad has a vintage and slightly eerie aesthetic, achieved through the use of a film projector and a dark, stone cellar setting. The editing is simple with static shots and basic transitions, emphasizing the product displays on the projector screen. The production quality is polished, maintaining a clear and professional look. The pacing is moderate with cuts timed to showcase each product individually, creating a consistent rhythm throughout the ad. # Hooks Text overlay: 00:00–00:01 / Liquid Death / PRESENTS / MERCH TO / DIE FOR Visual: 00:00–00:01: The shot features a vintage film projector in the foreground, positioned in a dimly lit stone cellar. The background consists of a stone wall with visible mortar and an arched ceiling. A white screen is set up against the wall, displaying the text "Liquid Death PRESENTS MERCH TO DIE FOR" in bold black letters. Light from the projector shines onto the screen, creating a cinematic effect. # Funnel stage Top of funnel (Awareness) # Pain points None used. # Value propositions - Dark, humorous aesthetic - Metal-inspired imagery - Unconventional brand identity # Benefits - Edgy merchandise - Unique brand identity - Collectible items # Features - Darts of Darkness - Sudden Death 2 Hockey Jersey - The Attackle Box - Deathpool Shirt - Axe Murderer Pint Glass Set # Call to action None used. # Social proof - None used. # Point of view - Brand 100% – The ad is presented entirely from the brand's perspective, showcasing their merchandise line. # Storyline - 00:00–00:01 The ad opens with a vintage projector in a stone cellar, displaying the text "Liquid Death PRESENTS MERCH TO DIE FOR". - 00:01–00:04 The projector transitions to show a "Darts of Darkness" dartboard set, emphasizing Liquid Death's dark humor and brand identity. - 00:04–00:06 The projector displays a "Sudden Death 2 Hockey Jersey," reinforcing the brand's edgy, counter-culture appeal. - 00:06–00:08 The projector shows "The Attackle Box," continuing to showcase Liquid Death's merchandise line with a humorous twist. - 00:09–00:11 The projector displays a "Deathpool Shirt", further solidifying the brand's association with dark, metal-inspired aesthetics. - 00:12–00:14 The projector displays the "Axe Murderer Pint Glass Set", concluding the showcase of Liquid Death's merchandise with a final touch of dark humor.

# Ad summary A woman exits her car and walks to a 7-Eleven. After exiting 7-Eleven she holds up a can of Liquid Death energy drink. She opens the can and takes a sip and rates the drink a 10/10. # Brand positioning Liquid Death is presented as an edgy energy drink that defies traditional norms. With the tagline "Murder Your Thirst," the brand embraces an irreverent, humorous tone, contrasting sharply with typical energy drink marketing focused on extreme sports or high performance. The brand aims to appeal to consumers who appreciate dark humor, bold flavors, and a rebellious spirit. Liquid Death positions itself as a healthier alternative without sacrificing taste. The brand aims to occupy a space in the consumer's mind as the go-to choice for those who want to quench their thirst with a touch of humor and unconventional style. # Product Liquid Death Sparkling Energy is a beverage presented in a tall, slender can featuring bold, gothic-inspired branding with the tagline "Murder Your Thirst". This particular flavor, Scary Strawberry, is described as tasting good. The beverage is marketed as an energy drink and the can features a pink colorway with gold and black accents. # Visual style The ad has a natural, unfiltered aesthetic, resembling casual content found on social media platforms. The video is shot in natural light with minimal editing, conveying authenticity. The pace is moderate, following a logical sequence of events. The editing style consists of simple cuts between shots, and the cuts are not synced to the audio. # Hooks Spoken: Female 1: Before we go anywhere, let's get some Liquid Death sparkling energy drinks. Visual: 00:02–00:04: The camera is positioned outside of a black car with the window rolled down. The background shows a 7-Eleven convenience store on a sunny day. A blonde woman wearing sunglasses, a black jacket, and a red top is in the driver's seat. She smiles and speaks to the camera, then claps her hands together. # Funnel stage Consideration # Pain points None used. # Value propositions - The Liquid Death sparkling energy drink tastes so good that the woman rates it a 10/10 # Benefits - Tastes so good # Features - Sparkling energy drink # Call to action None used. # Social proof - Tastes so good. I give it a 10 out of 10. – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer sharing her experience with the product. # Storyline - 00:00–00:04 The ad begins with a woman in her car outside of a 7-Eleven. - 00:00–00:04 The woman says she is going to get some Liquid Death Sparkling Energy Drinks. - 00:05–00:08 The woman exits the 7-Eleven and holds up a can of Liquid Death Scary Strawberry Sparkling Energy Drink. - 00:08–00:12 The woman opens the can and takes a drink. - 00:13–00:17 The woman says that the drink tastes good and gives it a 10/10.

# Ad summary This ad features two young adults reviewing Liquid Death Severed Lime. They open the cans, take a sip, and share their initial impressions of the drink's flavor. # Brand positioning Liquid Death is presented as a beverage brand that challenges the norms of the bottled water industry with its edgy branding and focus on sustainability. The brand aims to occupy a space in the consumer's mind that values both health and environmental consciousness, while also appealing to a sense of humor and rebellion against traditional marketing. Liquid Death aligns with a lifestyle that appreciates irony and isn't afraid to stand out. The brand pushes against the often bland and generic marketing of typical bottled water brands by adopting a more aggressive and humorous tone. The brand positioning is both functional, providing a healthy and sustainable beverage option, and emotional, appealing to consumers who want to express their individuality and support environmental causes. # Product The featured product is Liquid Death Severed Lime, a canned sparkling water with a lime flavor. The product is packaged in a tall, slim can with a green and black design, featuring the brand's logo and the words "Liquid Death" in a bold, gothic-style font. The can is opened with a standard pull-tab. The drink is for anyone who enjoys sparkling water with a hint of lime flavor. The ad highlights the refreshing taste of the beverage, with one of the reviewers noting that it "tastes like lime." The ad addresses the purchase barrier of uncertainty about the flavor by providing a straightforward taste review. The ad tells the viewer that this product is worth trying because it offers a refreshing and flavorful alternative to plain water, with a unique and appealing brand identity. # Visual style The ad has a casual, UGC feel with natural lighting and simple editing. The production quality is decent, but it maintains a raw, unpolished aesthetic. The editing style consists of static shots and smooth transitions. The pacing is consistent throughout the ad. The audio and visual elements are synced, with the cuts timed to the spoken lines. # Hooks Spoken: 00:02–00:03 Female 1: Welcome to the Final Straw. Visual: 00:00–00:02 The shot is framed from a low angle, looking up at a wooden table. Two cans of Liquid Death Severed Lime and a blue water bottle with a white shark logo are on the table. Two people pop up from behind the table, each holding a toy shark. In the background, there is a living room with a TV playing a cartoon, a couch, and a shelf with shoes. / 00:02–00:03 The camera angle changes to a straight-on shot of a young woman and man standing behind the table. The woman is wearing a black tank top, and the man is wearing a white t-shirt. They are both smiling and holding cans of Liquid Death. The background remains the same. # Funnel stage Consideration # Pain points None used. # Value propositions - The Severed Lime flavor offers a refreshing and delicious alternative to plain water. # Benefits - Delicious taste - Refreshing # Features - Severed Lime flavor # Call to action None used. # Social proof - "It's delicious" – Male 1 (Customer) - "No, it's actually really good" – Male 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of two customers reviewing the product. # Storyline - 00:00–00:03 00:00–00:03 The ad opens with a shot of two people holding toy sharks and Liquid Death cans. They pop up from behind a table and say, "Welcome to the Final Straw." - 00:03–00:06 00:03–00:06 The woman says, "We're reviewing Liquid Death." The man adds, "Severed Lime," as he holds up a can. - 00:06–00:11 00:06–00:11 The two open their cans of Liquid Death. - 00:11–00:15 00:11–00:15 They both take a sip of the drink. - 00:15–00:17 00:15–00:17 The woman says, "Okay, it tastes like lime." The man agrees, "It's delicious." - 00:17–00:20 00:17–00:20 The woman says, "It tastes like a lime." The man says, "No, it's actually really good."

# Ad summary A young woman shops at Walmart for the Liquid Death sparkling energy drink variety pack. She notes that it contains 100 mg of caffeine, no artificial sweeteners or colors, and vitamins. She states that she needs energy to get things done and implies that the viewer will find the drink essential. # Brand positioning Liquid Death is presented as an edgy brand with a focus on healthier ingredients. The brand name and product names (such as "Murder Mystery" flavor) have a dark, tongue-in-cheek quality, contrasting with the functional benefits of the energy drink, such as vitamins and no artificial sweeteners. The brand occupies a space in the energy drink market that appeals to consumers who are health-conscious, but who also value humor and unique branding. The packaging is colorful and attention-grabbing. # Product The Liquid Death Sparkling Energy Drink variety pack includes four different flavors: Tropical Terror, Scary Strawberry, Orange Horror, and Murder Mystery. Each can of energy drink contains 100 mg of caffeine. The drink contains no artificial sweeteners or artificial colors, but it does contain vitamins and L-Theanine and B12. The ad implies that this product is worth buying because it provides needed energy to "actually get stuff done" without the negative ingredients of other energy drinks. # Visual style The ad has a UGC feel, with natural lighting and unedited shots. The setting is a typical Walmart store and the interior of a car. The video uses quick cuts and simple transitions. # Hooks Spoken: Female 1: I needed energy like yesterday, so I grabbed the new Liquid Death energy variety pack at Walmart. Visual: 00:00–00:01: Exterior shot of a Walmart store on a sunny day, with a blue sky in the background. / 00:01–00:02: Interior shot from a first-person perspective, looking into an empty shopping cart as it is wheeled into the produce section of Walmart. Red strawberries are displayed, and a sign indicates a price of $3.48. / 00:02–00:04: Close-up of the Liquid Death Sparkling Energy Drink variety pack on a shelf at Walmart, with other energy drink products displayed. The Liquid Death variety pack contains 12 cans, with the flavors Tropical Terror, Scary Strawberry, Orange Horror, and Murder Mystery shown on the box. / 00:04–00:05: A young woman with red hair, wearing a black long-sleeved shirt, holds up the Liquid Death Sparkling Energy Drink variety pack in front of her shopping cart at Walmart. The shot is selfie-style, with the camera held slightly above eye level. Shelves filled with colorful beverage containers are in the background. / 00:05–00:06: First-person perspective looking down into a shopping cart with the Liquid Death Sparkling Energy Drink variety pack. The view is of the aisles of a Walmart store. # Funnel stage Consideration # Pain points The ad implies a need for energy to "actually get stuff done." The person is feeling low-energy. # Value propositions - Provides energy without artificial sweeteners or colors. # Benefits - The energy I need to actually get stuff done. # Features - 100 milligrams of caffeine - No artificial sweeteners - Vitamins - L-Theanine - B12 and C - No artificial colors # Call to action None used. # Social proof - "Trust me, you'll wonder how you lived without it" – Female 1 (Customer) # Point of view - Customer 100% – The entire ad is presented from the perspective of a customer purchasing and trying the product. # Storyline - 00:00–00:02 The ad opens with a view of a Walmart store, then transitions to a first-person point of view of a shopper in a shopping cart. - 00:02–00:05 The shopper states she needs energy, then grabs the Liquid Death Sparkling Energy Drink variety pack. - 00:05–00:06 The shopper places the Liquid Death variety pack in the shopping cart and continues through Walmart. - 00:07–00:13 The shopper is now in a car, showing the Liquid Death variety pack, and then displays the ingredient benefits on the cans. - 00:13–00:15 The shopper then explains that the drink provides the energy needed to get things done, and the customer will wonder how they lived without it.

# Ad summary A content creator reviews Liquid Death's Orange Horror energy drink, touting its zero sugar and 100mg of caffeine. He expresses a preference for the orange flavor, describing it as less sweet with a subtle aftertaste, similar to an orange creamsicle. He ends by recommending viewers try it and share their opinion. # Brand positioning Liquid Death positions itself as a purveyor of better-for-you energy drinks that are low in sugar and high in caffeine. While not explicitly stated in this ad, the brand is known for its edgy, death-metal inspired aesthetic, which challenges the norms of typical health and wellness brands. The focus on zero-sugar and natural flavors promotes a functional approach to energy consumption, appealing to consumers who are health-conscious but still desire a boost. # Product Liquid Death's Orange Horror is a zero-sugar energy drink sweetened with Stevia and containing 100mg of caffeine. Marketed as a healthier energy option, it is designed for individuals seeking a boost without the added sugars. The ad showcases the drink as tasting like an orange creamsicle, with a less sweet profile and a subtle aftertaste. The can's edgy design and the reviewer's positive feedback address purchase barriers by suggesting it's a tasty, guilt-free choice for those looking for an energy lift. # Visual style The ad has a casual, UGC-style aesthetic, appearing as if it was filmed spontaneously in a car. The editing is minimal, with static shots and natural lighting. The video relies heavily on the creator's personality and direct-to-camera engagement, which creates a lo-fi feel that's authentic and relatable. The pacing is conversational, aligning with the natural rhythm of speech. # Hooks Spoken: 00:00–00:12: Second energy drink I' m trying from Liquid Death. This one is the Orange Horror. Again, we are looking at zero sugar. It does have Stevia. Hundred milligrams of caffeine. Liquid Death made a better for you energy drink. Text overlay: 00:00–00:55: Liquid Death Energy / 00:00–00:01: ENERGY DRINK I' M TRYING / 00:01–00:02: FROM LIQUID DEATH / 00:02–00:03: THIS ONE IS THE / 00:02–00:04: ORANGE HORROR / 00:04–00:06: AGAIN WE ARE LOOKING / 00:05–00:07: AT ZERO SUGAR / 00:06–00:08: IT DOES HAVE STEVIA / 00:07–00:09: HUNDRED MTLLIGRAMS OF CAFFEINE / 00:08–00:10: LIQUID DEATH MADE A / 00:09–00:11: BETTER FOR YOU ENERGY Visual: 00:00–00:02: The shot is from the chest up of a light-skinned male with short dark hair and a neatly trimmed beard who is sitting in his car. He is holding up a Liquid Death energy drink in a red can with blue accents, which he then turns to display the information on the side. / 00:02–00:14: The man rotates the can while describing its features, such as it being zero sugar, having Stevia, and containing 100mg of caffeine. He pulls back the tab and opens the can. # Funnel stage Consideration # Pain points None used. # Value propositions - Zero sugar, Stevia, and 100mg of caffeine all support the benefit of this being a better for you energy drink. # Benefits - Better for you energy drink # Features - Zero sugar - Stevia - 100mg of caffeine - Better for you energy # Call to action Definitely try this one for sure. # Social proof - "I like this one a lot more than yesterday" – Male 1 (Customer) - "I understand why you guys got into the energy drink business. This is really good." – Male 1 (Customer) # Point of view - Customer 100% – The entire video is presented from the perspective of a customer reviewing the product. # Storyline - 00:00–00:09 The creator introduces the Liquid Death Orange Horror energy drink and points out it's zero sugar, contains Stevia, and has 100mg of caffeine. - 00:09–00:12 He states that Liquid Death has made a better-for-you energy drink. - 00:12–00:17 The creator opens the can and takes a drink. - 00:20–00:28 He says that he likes this one a lot more than yesterday's and that it's better. - 00:28–00:42 The creator describes the flavor, noting it's on the less sweet side and tastes like an orange creamsicle, with a subtle aftertaste. This description builds directly on the previous evaluation by giving specifics that justify his higher rating. - 00:42–00:47 He recommends that the viewers try it, and asks if he's tripping or not. - 00:47–00:51 The creator closes by saying he now understands why Liquid Death got into the energy drink business, emphasizing that the drink is really good. - 00:51–00:55 The creator mentions that he has one more flavor at home that he'll try tomorrow.

# Ad summary This ad shows a woman outside by a body of water. She is showing off her Liquid Death beverage and talking about how it is always within reach. # Brand positioning Liquid Death is presented as a brand that offers a healthy alternative to sugary drinks. The brand is positioned as a convenient and accessible option for staying hydrated, with the tagline "always within reach" emphasizing its availability. The brand's tone is casual and relatable, aligning with a lifestyle that values outdoor activities and easy access to refreshments. Liquid Death pushes against the norms of traditional beverage marketing by focusing on hydration and health rather than sugary flavors or artificial ingredients. The brand positioning is both functional, providing hydration, and emotional, promoting a healthy and active lifestyle. # Product The product featured is Liquid Death, specifically the Doctor Death flavor. It is packaged in a black and purple can with a skull design. The product is for anyone who wants a healthy and refreshing beverage option. The ad emphasizes that Liquid Death is "always within reach," suggesting it is a convenient choice for staying hydrated. The product is presented as a healthier alternative to sugary drinks, appealing to health-conscious consumers. The use occasion shown is an outdoor setting by a body of water, implying it is suitable for active lifestyles and outdoor activities. The ad addresses the purchase barrier of accessibility by highlighting its constant availability. # Visual style The ad has a casual, UGC feel with natural lighting. The editing style is simple with static shots and smooth transitions. The production quality is consistent with a typical social media post, suggesting authenticity and relatability. The pacing is slow and steady, matching the relaxed tone of the ad. # Hooks Spoken: 00:02–00:04 Female 1: @liquiddeath always within reach Text overlay: 00:00–00:04 @liquiddeath always within reach Visual: 00:00–00:02: The camera pans from left to right, showing a concrete patio with wooden support beams overhead. In the background, there are palm trees and a body of water. On the patio, there is a cooler, a pack of Liquid Death, a purple planter, and some colorful pool noodles in a bucket. / 00:02–00:04: The camera zooms in on the pack of Liquid Death next to the cooler. # Funnel stage Top of funnel (Awareness) # Pain points The ad implies the pain point of not having easy access to healthy beverage options, especially when on the go or in outdoor settings. The phrase "always within reach" suggests that the product solves this problem by being readily available. # Value propositions - Convenient access to a healthy beverage option. # Benefits - Convenient - Healthy # Features - Always within reach # Call to action None used. # Social proof - None used. # Point of view - Customer 100% – The ad is told from the perspective of a customer who is sharing her experience with the product. # Storyline - 00:00–00:02 The ad begins with a shot of a cooler and a pack of Liquid Death next to it. - 00:02–00:04 The woman then says that Liquid Death is always within reach.

# Ad summary Two young adults sit in a car and try two different flavors of Liquid Death: Killer Cola and Doctor Death. They trade flavors and decide that Doctor Death is better. They then show the nutritional information for Killer Cola, which has 4 grams of sugar and only 20 calories, and state that the can can be recycled indefinitely. # Brand positioning Liquid Death is presented as a better-for-you alternative to traditional sodas. The brand is positioned as a healthier option with low sugar and calories, and the aluminum cans are infinitely recyclable. The brand pushes against the norm of plastic bottles and promotes sustainability. # Product Liquid Death is a canned beverage that comes in two flavors: Killer Cola and Doctor Death. Killer Cola is a flavored sparkling water with 4 grams of sugar and 20 calories per can. The aluminum cans are infinitely recyclable. The product is presented as a healthier alternative to traditional sodas. # Visual style The ad has a UGC feel with natural lighting and a casual tone. The editing is simple with static shots and smooth transitions. The production quality is polished, but it still feels like a user-generated video. The pacing is consistent throughout the ad. # Hooks Spoken: Alright guys, so we got some Liquid Death flavors today. Visual: 00:00–00:04 Inside a car, a young woman with long brown hair, wearing a black tank top and gold hoop earrings, sits in the passenger seat and holds up two cans of Liquid Death. A young man with short brown hair, wearing a blue t-shirt, sits in the driver's seat and holds up two cans of Liquid Death. A brown dog sits in the back seat. Outside the car, a gas station is visible. # Funnel stage Consideration # Pain points The ad addresses the pain point of unhealthy, sugary drinks and the environmental impact of plastic bottles. # Value propositions - Better-for-you alternative to traditional sodas - Low sugar and calories - Infinitely recyclable cans # Benefits - Better for you - Non-plastic drinks # Features - Flavored sparkling water - 4 grams of sugar - 20 calories - Infinitely recyclable cans # Call to action None used. # Social proof - "Doctor Death is better" – Male 1 (Customer) - "I like yours better" – Female 1 (Customer) # Point of view - Customer 100% – The ad is told from the perspective of two customers trying the product. # Storyline - 00:00–00:09 A young woman and man sit in a car and introduce two flavors of Liquid Death. - 00:09–00:11 The woman shows the can of Killer Cola, and the man shows the can of Doctor Death. - 00:11–00:17 The woman and man take a sip of their respective drinks. - 00:17–00:21 The woman says that Killer Cola is sweet. - 00:21–00:25 The woman and man trade drinks. - 00:25–00:28 The woman and man take a sip of their new drinks. - 00:28–00:32 The woman and man trade drinks back. - 00:32–00:34 The man says that Doctor Death is better. - 00:34–00:40 The man says that these are alternate options for non-plastic drinks. - 00:40–00:51 The woman and man show the nutritional information for Killer Cola, which has 4 grams of sugar and only 20 calories, and state that the can can be recycled indefinitely.

# Ad summary This ad for Liquid Death Mountain Water uses humor and a bold aesthetic to position the product as a thirst-quenching alternative to traditional bottled water. # Brand positioning Liquid Death is presented as a bold and unconventional brand that challenges the norms of the bottled water industry. The brand uses edgy, death-themed imagery and language to create a memorable and disruptive identity. This positioning aims to appeal to consumers who are looking for an alternative to traditional, environmentally harmful bottled water brands and who appreciate humor and a rebellious attitude. The brand aims to occupy a space in the consumer's mind as the 'anti-water' water brand, promoting a lifestyle that values individuality and a rejection of corporate norms. The brand positioning is primarily emotional, focusing on creating a unique and memorable brand experience rather than purely functional benefits. # Product Liquid Death Mountain Water is canned still drinking water. The product is packaged in a tall, white aluminum can with a gothic-style logo and a metallic gold color scheme. The can features the brand name "Liquid Death" in a stylized font, along with the tagline "MOUNTAIN WATER™ - STILL DRINKING WATER". The can also features an illustration of a skull-like figure with dripping gold accents. The ad emphasizes the product's ability to "MURDER YOUR THIRST", presenting it as a refreshing and effective way to quench one's thirst. The product is available for purchase on Amazon, addressing the purchase barrier by highlighting its accessibility. # Visual style The ad has a high-contrast, studio-shot aesthetic with a focus on the product. The color scheme is primarily black, white, and gold, creating a bold and eye-catching look. The typography is large and bold, ensuring scannability in a fast-moving feed. The overall style is disruptive and unconventional, designed to stand out from typical bottled water ads. # Hooks Headline: DON'T BE SCARED. IT'S JUST WATER. # Funnel stage Top of funnel (Awareness) # Pain points The ad addresses the potential fear or hesitation associated with trying a product with such an aggressive name and branding, as highlighted by the line, "DON'T BE SCARED." # Value propositions - The product is available on Amazon, making it easily accessible to a wide range of consumers. # Benefits - Quenches thirst # Features - Mountain Water - Still Drinking Water # Call to action None used. # Point of view - Brand: The brand is speaking directly to the viewer, reassuring them that the product is just water despite its intimidating branding. # Storyline - The ad opens with the message "DON'T BE SCARED. IT'S JUST WATER.", which is intended to disarm the viewer and pique their curiosity about the product. The brand is speaking directly to the viewer, acknowledging the potentially off-putting name and imagery and reassuring them that the product is simply water. - The ad then highlights the product's availability on Amazon with the text "AVAILABLE AT amazon", making it easy for the viewer to purchase the product. The brand is providing a clear and direct path to purchase, removing a potential barrier for the consumer. - The ad showcases the product itself, a can of Liquid Death Mountain Water, with the tagline "MURDER YOUR THIRST" displayed prominently. The brand is reinforcing its edgy and humorous identity while emphasizing the product's primary function: to quench thirst.

# Ad summary This ad promotes Liquid Death flavored sparkling water as a healthier alternative to traditional sodas, emphasizing its lower sugar content and edgy branding. # Brand positioning Liquid Death is presented as a rebellious and unconventional brand challenging the norms of the beverage industry. It positions itself as an alternative to sugary sodas, appealing to consumers who want a healthier option without sacrificing taste or style. The brand embraces a dark, edgy aesthetic with a focus on humor and irreverence, setting it apart from competitors who often rely on traditional health and wellness messaging. Liquid Death aims to occupy a space in the consumer's mind as a bold, unapologetic choice for those who want to 'Murder Their Thirst' with a touch of dark humor. # Product The ad features three flavors of Liquid Death Flavored Sparkling Water: Cherry O-, Doctor Death, and -R Cola. Each is packaged in a 12 fl. oz. aluminum can with a distinct color scheme: white for Cherry O-, purple for Doctor Death, and blue for -R Cola. The cans feature the brand's logo, a skull with flowing hair, in gold. The product is marketed as a healthier alternative to traditional sodas, containing 90% less sugar. The tagline 'Murder Your Thirst' suggests a bold and satisfying way to quench one's thirst. The ad addresses the purchase barrier of sugary drinks by offering a low-sugar option. # Visual style The ad features a highly polished, studio-shot image with a dark background that makes the product cans stand out. The cans are well-lit, highlighting their colors and textures. The overall aesthetic is clean and modern, with a touch of edginess due to the brand's logo and color scheme. The typography is bold and easy to read, ensuring that the key message is quickly conveyed. The visual style is designed to be eye-catching and disruptive, contrasting with the more traditional and wholesome imagery often used in the beverage industry. # Hooks Headline: 90% LESS SUGAR THAN TOP SODAS* # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high sugar content in traditional sodas, which is a concern for health-conscious consumers. The ad states '90% LESS SUGAR THAN TOP SODAS*'. # Value propositions - Healthier alternative to traditional sodas due to its lower sugar content. - Flavorful sparkling water that quenches thirst. # Benefits - 90% LESS SUGAR THAN TOP SODAS* # Features - Flavored sparkling water - 90% less sugar than top sodas # Call to action None used. # Point of view - Brand: The brand is presenting its product and highlighting its benefits. # Storyline - The ad starts by highlighting the key benefit: '90% LESS SUGAR THAN TOP SODAS*'. This immediately grabs attention by addressing a common health concern related to soda consumption. The brand is telling the audience why they should consider this product over other sodas. - Next, the ad showcases the product itself, featuring three different flavors of Liquid Death sparkling water. This provides a visual representation of the product and its variety. The brand is showing the audience the different options available. - Finally, the ad includes the tagline 'MURDER YOUR THIRST' and the can size '12 FL. OZ. (355 ML)'. This reinforces the brand's edgy identity and provides essential product information. The brand is telling the audience what the product is and how it can satisfy their thirst.

# Ad summary This ad promotes Liquid Death Killer Cola as a healthier alternative to traditional soda, highlighting its low calorie and sugar content. The ad uses a bold, edgy aesthetic with a focus on the brand's unique and attention-grabbing name and packaging. # Brand positioning Liquid Death is presented as a rebellious and edgy brand that challenges the norms of the beverage industry. The brand aims to occupy a space in the consumer's mind as a healthier alternative to traditional sodas, with a focus on low calorie and sugar content. The brand aligns with a lifestyle that values health-consciousness and a bold, unconventional aesthetic. Liquid Death pushes against the traditional marketing tactics of major soda brands by using dark humor and a provocative brand name. The brand positioning is both functional (low calorie, low sugar) and emotional (rebellious, edgy). # Product Liquid Death Killer Cola is a flavored sparkling water presented as a healthier alternative to traditional soda. It is packaged in a 12 fl. oz. (355 ml) blue can with a yellow top and bottom. The can features the brand name "Liquid Death" in a stylized font, along with the product name "KILLER COLA" and the description "FLAVORED SPARKLING WATER". The can also features a graphic of a skull with dripping liquid. The ad highlights that the product contains only 10 calories and 2g of sugar. The phrase "MURDER YOUR THIRST" is printed on the can, emphasizing the product's ability to quench thirst. The ad addresses the purchase barrier of health concerns associated with traditional sodas by promoting its low calorie and sugar content. # Visual style The ad has a highly polished, studio-shot production quality. The visual motif is a product-focused image with a dark background and bright, contrasting colors. The image treatment includes background removal and lighting effects to highlight the product. The typography is large and bold, with a mix of sans-serif fonts. The visual style is disruptive and aims to contrast with the typical imagery of traditional soda ads, which often feature bright, colorful, and energetic scenes. # Hooks Headline: YOU WON'T BELIEVE IT'S NOT SODA. # Funnel stage Middle of funnel (Consideration) # Pain points The ad addresses the pain point of high sugar and calorie content in traditional sodas. The headline "YOU WON'T BELIEVE IT'S NOT SODA" implies that the viewer is skeptical of healthier alternatives to soda, suggesting a frustration with the lack of satisfying options. # Value propositions - Healthier alternative to traditional soda with low calorie and sugar content - Quenches thirst with flavored sparkling water # Benefits - Healthier alternative to traditional soda - Quenches thirst # Features - 10 Calories - 2g of Sugar - Flavored sparkling water # Call to action None used. # Point of view - Brand: The brand is communicating the message that Liquid Death Killer Cola is a healthier alternative to traditional soda. # Storyline - The ad starts with the bold claim that "YOU WON'T BELIEVE IT'S NOT SODA," immediately grabbing the viewer's attention and creating curiosity. This is the brand speaking directly to the audience, challenging their expectations and setting the stage for a healthier alternative to soda. The intention is to pique interest and encourage further investigation. - Next, the ad highlights the key features of the product: "10 Calories | 2g of Sugar." This is the brand providing factual information to support its claim of being a healthier alternative. The intention is to address health concerns and position the product as a guilt-free indulgence. - Finally, the ad showcases the product itself, a can of Liquid Death Killer Cola, with the tagline "MURDER YOUR THIRST." This is the brand visually reinforcing its edgy and rebellious identity while emphasizing the product's primary function: to quench thirst. The intention is to create a memorable and impactful image that resonates with the target audience.

# Ad summary A woman reviews Liquid Death's Fruity Pebbles flavored sparkling water. # Brand positioning Liquid Death is presented as a brand that offers a healthier alternative to sugary drinks. The brand is positioned as a fun and edgy brand that doesn't take itself too seriously, as evidenced by the collaboration with Fruity Pebbles, a popular breakfast cereal. The brand aims to occupy a space in the consumer's mind as a refreshing and hydrating beverage that is also environmentally conscious, as their drinks come in cans instead of plastic bottles. The brand aligns with a lifestyle that values health, sustainability, and a sense of humor. Liquid Death pushes against the norm of sugary, unhealthy drinks by offering a sparkling water that is both refreshing and better for you. # Product Liquid Death's Fruity Pebbles flavored sparkling water is a beverage that combines the refreshing taste of sparkling water with the nostalgic flavor of Fruity Pebbles cereal. The product is packaged in a tall, slim can with a red and gold design featuring the Liquid Death logo and Fruity Pebbles branding. The drink is marketed as a healthier alternative to sugary drinks, with no added sugar or artificial sweeteners. The ad highlights the unique flavor profile of the drink, comparing it to the yellow flavor of Froot Loops cereal. The product is for people who enjoy sparkling water and the taste of Fruity Pebbles, and who are looking for a healthier beverage option. The ad addresses the purchase barrier of taste by having the woman in the video try the drink and give her honest opinion, stating that it is "not too sweet" and "fucking good." # Visual style The ad has a casual, UGC feel, with a handheld camera and shaky footage. The lighting is natural, and the editing is minimal. The pacing is consistent throughout the ad, with a moderate number of cuts per minute. The overall aesthetic is lo-fi and authentic, which supports the intended tone of a casual review. # Hooks Spoken: 00:02–00:05 Okay, Liquid Death Fruity Pebbles. Text overlay: 00:02–00:05 @liquiddeath Visual: 00:02–00:06 The shot returns to the woman holding the can of Liquid Death in front of her. She is smiling and looking directly at the camera. The background is the same as in the first shot, with the wall of sticky notes and the box of Fruity Pebbles. The camera is handheld and slightly shaky. # Funnel stage Consideration # Pain points The ad addresses the pain point of wanting a refreshing and flavorful drink without the added sugar and artificial sweeteners found in many beverages. The woman in the video states that the drink is "not too sweet," implying that it is a good option for those who are looking to avoid sugary drinks. # Value propositions - Healthier alternative to sugary drinks: This connects the feature of being a sparkling water with the benefit of being a healthier choice. # Benefits - Healthier alternative to sugary drinks # Features - Liquid Death Fruity Pebbles flavored sparkling water # Call to action None used. # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:05 00:00–00:05 The woman holds up a can of Liquid Death Fruity Pebbles sparkling water and a box of Fruity Pebbles cereal, introducing the product to the audience. This is intended to grab the viewer's attention and introduce the product being reviewed. The perspective is from the woman, who is presenting herself as a casual reviewer. - 00:05–00:13 00:05–00:13 The woman opens the can of Liquid Death, emphasizing the sound of the can opening. This is intended to build anticipation and highlight the refreshing nature of the drink. The perspective is from the woman, who is creating a sensory experience for the viewer. - 00:13–00:20 00:13–00:20 The woman takes a sip of the Liquid Death, pauses, and then reacts with a surprised expression. This is intended to create intrigue and make the viewer wonder what the drink tastes like. The perspective is from the woman, who is sharing her first impression of the product. - 00:20–00:34 00:20–00:34 The woman takes another sip of the Liquid Death and describes the taste, comparing it to the yellow Froot Loop. This is intended to provide a clear and relatable description of the flavor. The perspective is from the woman, who is giving her expert opinion on the taste of the product. - 00:34–00:47 00:34–00:47 The woman and a man discuss the taste of the Liquid Death, comparing it to Fruity Pebbles and noting its citrusy flavor. This is intended to provide additional validation and highlight the unique flavor profile of the drink. The perspective shifts between the woman and the man, creating a conversational and engaging experience. - 00:47–00:55 00:47–00:55 The woman suggests that the Liquid Death would be good with tequila, implying a use case for the product. This is intended to appeal to viewers who enjoy alcoholic beverages and position the drink as a versatile mixer. The perspective is from the woman, who is sharing her personal recommendation.

# Ad summary A young woman reviews Liquid Death's new sparkling energy drink. She tries two flavors and gives her opinion on the taste and caffeine level. # Brand positioning Liquid Death is presented as a brand that challenges the norms of the beverage industry, particularly energy drinks. The brand aims to occupy a space in the consumer's mind as a healthier, better-tasting alternative to traditional energy drinks, without the jitters. The brand aligns with a lifestyle that values both health and enjoyment, pushing against the idea that energy drinks must taste bad to be effective. The brand positioning is both functional (providing energy without jitters) and emotional (offering a better-tasting experience). # Product Liquid Death Sparkling Energy Drink is a beverage designed to provide energy without the negative side effects often associated with traditional energy drinks. It contains 100mg of caffeine, which is intended to wake you up without causing jitters. The ad features two flavors of the drink, both packaged in tall, slim cans with the Liquid Death logo and gothic-inspired imagery. The product is for people who want a smooth energy boost and a better-tasting energy drink experience. # Visual style The ad has a polished UGC feel, with a clean and bright aesthetic. The editing style is simple with static shots and smooth transitions. The pacing is consistent, with a moderate tempo that matches the speaker's delivery. # Hooks Spoken: Female 1: I just got my hands on this new Liquid Death energy, and I've been seeing people freak out about it, so I wanted to see what the hype was about. Text overlay: TRYING THE NEW LIQUID DEATH SPARKLING ENERGY DRINK Visual: 00:00–00:06: A young woman with long blonde hair, wearing a gray sweatshirt and black-rimmed glasses, stands in front of a white wall with a white cabinet in the background. She holds a red and a pink Liquid Death energy drink can in each hand, presenting them to the camera. Text overlay: 'TRYING THE NEW LIQUID DEATH SPARKLING ENERGY DRINK'. # Funnel stage Consideration # Pain points The ad addresses the common frustration of energy drinks causing a jittery feeling. The creator mentions that this product is designed to avoid that negative side effect. # Value propositions - Smooth energy without the jitters: The drink provides a balanced energy boost without the negative side effects of traditional energy drinks. - Great taste: The drink tastes surprisingly good, challenging the expectation that energy drinks must taste bad. # Benefits - Meant to just wake you up, not give you that jittery feeling - Very smooth energy drink # Features - 100mg of caffeine # Call to action Let me know what flavor you grab # Social proof - I've been seeing people freak out about it – Female 1 (Customer) - That is so much better than what I was expecting – Female 1 (Customer) - This is definitely a 10 out of 10 – Female 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product, conveyed through a casual tone and personal experience. # Storyline - 00:00–00:06 The creator introduces the new Liquid Death energy drink, mentioning she's seen people 'freak out' about it and wants to see what the hype is about. This is intended to pique the viewer's curiosity and position the product as something worth trying. - 00:07–00:12 The creator tries the red can flavor, expresses surprise at how good it tastes, and rates it a '10 out of 10'. This is intended to convey that the product exceeds expectations and is highly enjoyable. - 00:13–00:15 The creator tries the pink can flavor and says 'that was really good'. This reinforces the positive taste experience. - 00:15–00:23 The creator describes the drink as a 'very smooth energy drink' with 100mg of caffeine, designed to wake you up without the 'jittery feeling'. This is intended to highlight the product's unique selling points and address potential purchase barriers related to negative side effects. - 00:23–00:27 The creator expresses surprise that energy drinks can taste so good and says she's 'not complaining'. This reinforces the positive taste experience and positions the product as a pleasant surprise. - 00:27–00:31 The creator asks viewers to share which flavor they try, implying that the product is worth trying and encouraging engagement. This is intended to drive trial and build a community around the product.

# Ad summary A male creator reviews four new flavors of Liquid Death energy drinks, providing his personal ratings and flavor descriptions for each, while also briefly explaining the brand's premise of offering a "better for you" energy drink comparable to coffee. # Brand positioning Liquid Death is presented as a brand that offers a "better for you" energy drink, positioning itself as a healthier alternative in the energy drink market. The brand aligns with a slightly edgy, unconventional tone, implied by the product name "Liquid Death" and flavor names like "Scary Strawberry," "Murder Mystery," "Orange Horror," and "Tropical Terror." It aims to occupy a space in the consumer's mind as a brand that provides energy without the typical negative associations of other carbonated energy drinks, suggesting a focus on natural ingredients and a lighter, more flavored-water-like experience. The brand pushes against the norm of overly sweet or artificial-tasting energy drinks by emphasizing a balanced flavor profile. Its positioning is functional, focusing on providing energy comparable to coffee, but also has an emotional component through its unique branding and flavor names that evoke a sense of playful rebellion. # Product The product featured is Liquid Death Sparkling Energy, a line of energy drinks available in four new flavors: Scary Strawberry, Murder Mystery, Orange Horror, and Tropical Terror. These are described as "better for you" energy drinks, comparable to a cup of coffee in terms of energy content. The ad implies they are for individuals seeking an energy boost but prefer a lighter, more balanced flavor profile than traditional carbonated energy drinks. The creator notes that they are "pretty on brand for Liquid Death" and come off "as more of a flavored water versus a carbonated energy drink." Specific flavor descriptions include: Scary Strawberry is a "good overall strawberry flavor" and "pretty light." Murder Mystery is revealed to be "cherry" flavored, with the creator noting he's "never been big on cherry." Orange Horror is praised for its "flavor balance" and is considered the "best of them so far." Tropical Terror is described as "coconut forward" but still "blends well overall." The ad highlights that these drinks are a healthier option, though specific ingredients beyond "natural caffeine" and "vitamins" (visible on the can) are not explicitly detailed by the speaker. The ad encourages trying these new flavors. # Visual style The ad features a scrappy, UGC-like aesthetic with a hybrid production quality. The initial shots of the cans are handheld and slightly shaky, giving an authentic, unpolished feel. The main shots of the creator are stationary, tripod-style, but the home kitchen setting and direct address maintain a casual, relatable vibe. The editing style uses quick cuts between the close-ups of the cans and the medium shots of the creator, maintaining a dynamic pace. There are no complex visual motifs beyond the consistent use of the creator's home kitchen as a backdrop and the close-ups of the product cans. The pacing is relatively fast, with cuts occurring every few seconds, especially during the product introductions and transitions between flavors. The audio-visual sync is effective, with text overlays appearing precisely when the corresponding words are spoken, and product actions (like sipping) aligning with the voiceover. # Hooks Spoken: WE HAVE GOT THE GOODS. Text overlay: WE / WE HAVE GOT / WE HAVE GOT THE GOODS. Visual: Close-up, handheld shot of a male hand holding a can of Liquid Death "Orange Horror" energy drink. The can is orange and blue with gold skull and tentacle graphics. The background is blurred, showing a kitchen counter and shelves with other Liquid Death products. The camera is slightly shaky, suggesting a casual, handheld recording. / Close-up, handheld shot of a male hand holding a can of Liquid Death "Scary Strawberry" energy drink. The can is pink and black with gold skull and tentacle graphics. The background is blurred, similar to the previous shot. The camera is slightly shaky. / Close-up, handheld shot of a male hand holding four cans of Liquid Death energy drinks (Scary Strawberry, Murder Mystery, Orange Horror, Tropical Terror) lined up. The cans are pink, red, orange, and blue, all with gold skull and tentacle graphics. The background is blurred. The camera is slightly shaky. # Funnel stage Consideration # Pain points The ad addresses potential uncertainty or skepticism about new energy drink options, personal taste preferences, and concerns about overconsumption of energy drinks. "I didn't fully know what to expect with these energy drinks" (00:21-00:23), "I've never been big on cherry" (00:43-00:45), "I doubt it's a good idea to drink four of them back to back" (01:23-01:25). # Value propositions - better for you energy drink - comparable to a cup of coffee - more of a flavored water versus a carbonated energy drink # Benefits - Provides energy - Offers a variety of appealing flavors - A healthier alternative to other energy drinks - Enjoyable taste experience # Features - new flavors - better for you energy drink - comparable to a cup of coffee - natural caffeine - vitamins - good overall strawberry flavor - pretty light - cherry flavor - flavor balance is better - coconut forward - blends well overall # Call to action Hope you guys get a chance to check these out too. # Social proof - "So happy I finally got to try these" – Male 1 (Creator) - "Hope you guys get a chance to check these out too." – Male 1 (Creator) # Point of view - Customer 100% – The entire video is presented from the perspective of a male creator who is reviewing the products as a user, sharing his personal opinions and experiences with the flavors. # Storyline - 00:00–00:02 The creator introduces the new Liquid Death energy drink flavors by showcasing a can of "Orange Horror" and then a can of "Scary Strawberry," followed by a shot of all four cans lined up. This sets the stage for a product review and generates anticipation for the new offerings. The perspective is from the creator, presenting the products directly to the audience in a casual, unboxing-like manner. The tone is enthusiastic. - 00:02–00:09 The creator, standing in his kitchen, expresses excitement about receiving all the new Liquid Death energy drink flavors. He explains his intention to review them. This establishes the creator's role as a reviewer and builds rapport with the audience, inviting them to join his tasting experience. The perspective is direct address from the creator, with an excited and friendly tone. - 00:09–00:14 The creator humorously admits he couldn't decide which flavor to try first, so he decided to get them all. He then states he won't waste any time and will start the review. This adds a relatable, informal touch, making the creator seem more authentic and less like a rigid advertiser. The perspective is the creator's personal experience, conveyed with a lighthearted and eager tone. - 00:14–00:33 The creator introduces "Scary Strawberry," takes a sip, and describes it as a "good overall strawberry flavor" that's "pretty light." He notes that the energy drinks are "pretty on brand for Liquid Death" and feel more like "flavored water" than a "carbonated energy drink." He rates it 7 out of 10. This segment provides the first detailed product review, offering specific flavor notes and positioning the product within the brand's identity. The perspective is the creator's subjective review, delivered with an analytical yet casual tone. - 00:33–00:47 The creator introduces "Murder Mystery," sips it, and reveals it's a cherry flavor, expressing his personal dislike for cherry. He rates it 6 out of 10. This continues the flavor review, maintaining the personal, subjective approach, and reinforces the idea that not every flavor will be for everyone, adding authenticity. - 00:47–00:59 The creator introduces "Orange Horror," sips it, and declares it the "best of them so far," praising its "flavor balance." He rates it 8 out of 10. This highlights a standout product, creating a positive peak in the review and guiding potential customer preference. - 00:59–01:12 The creator introduces "Tropical Terror," sips it, and describes it as "coconut forward" but still "blends well overall." He rates it 7 out of 10. This completes the individual flavor reviews, maintaining consistency in the review format. - 01:12–01:28 The creator summarizes Liquid Death's premise: to make a "better for you energy drink" comparable to a cup of coffee. He expresses happiness about trying them and humorously notes he needs to pace himself, advising viewers to check them out. This concludes the review by reiterating the brand's core value proposition and encouraging audience engagement.

# Ad summary A creator reviews Liquid Death's Tropical Terror energy drink. He highlights that it is 5 calories, 0 sugar, and has no artificial sweeteners. He states that it has a coconut pina colada flavor and that it has put energy drinks back on the map for him. # Brand positioning Liquid Death is presented as a brand that offers better-for-you beverages. The brand's positioning is functional, focusing on providing a healthier energy drink option. It's positioned as a brand that pushes against the norms of traditional, unhealthy energy drinks by offering a beverage that's low in calories and sugar and free from artificial sweeteners. # Product The product being advertised is Liquid Death's Tropical Terror energy drink. It is described as a "better-for-you energy drink" with only 5 calories, zero sugar, and no artificial sweeteners. The drink contains 100mg of caffeine, which is the same amount as a cup of coffee. The flavor is described as a coconut pina colada type flavor. The creator notes that the drink has a smooth and clean flavor, setting it apart from other energy drinks he has tried. # Visual style The ad's visual style leans towards a UGC feel with natural lighting and handheld camera work. The editing is mostly static shots with cuts between the different portions of the review. The production quality is relatively polished. The pacing is consistent throughout the ad, with moderate cuts per minute. # Hooks Spoken: Male 1: I finally found Liquid Death's brand new better for you energy drink at Seven Eleven. Text overlay: Excited to finally try these Liquid Death energy drinks / I FINALLY FOUND / LIQUID DEATH'S BRAND / BETTER FOR YOU / SEVEN ELEVEN Visual: 00:00–00:02: In a convenience store setting, a hand with light skin tone reaches out and grabs a blue Liquid Death Tropical Terror energy drink can from a shelf. The shelves are stocked with various energy drinks including Monster, lined up in rows. The shelves have price tags on them. / 00:02–00:03: The hand brings the can into focus, holding it up to the camera with the can facing the viewer. The can features the Liquid Death logo with a skull illustration, and the flavor is listed as 'Tropical Terror'. / 00:03–00:07: The shot cuts to a man with a fair skin tone sitting in his car, holding up the same can of Liquid Death Tropical Terror energy drink. He's wearing a green jacket with a blue stripe across the chest and a black baseball cap with a red 'W' on it. The background is a blurred view through the car window. # Funnel stage Consideration # Pain points The ad addresses the pain point of energy drinks giving the user a headache exploding feeling. # Value propositions - Better-for-you energy drink - Same amount of caffeine as a cup of coffee # Benefits - It's only 5 calories - No artificial sweeteners - Zero sugar - Very smooth - Much more clean flavor # Features - 100 mg of caffeine # Call to action None used. # Social proof - "This Liquid Death energy drink has a much more clean flavor than any other energy drinks I've tried in the past" – Male 1 (Customer) - "I really enjoyed this tropical terror and this put energy drinks back on the map for me" – Male 1 (Customer) # Point of view - Customer 100% – A real user of the product reviews the item in a casual tone. # Storyline - 00:00–00:02 The video opens at a convenience store with a hand reaching for a can of Liquid Death energy drink. - 00:03–00:07 A creator in a car setting introduces Liquid Death’s new better-for-you energy drink. - 00:07–00:13 He states that he doesn't normally drink energy drinks because they give him that head exploding feeling. - 00:13–00:18 The creator describes the benefits of this Liquid Death product, citing that it has only 100mg of caffeine, which he notes is the same amount of caffeine as a cup of coffee. - 00:20–00:22 He opens the drink. - 00:23–00:28 He smells the drink and says it has a nice tropical, a little coconut smell to it, and says "cheers." - 00:29–00:34 He tastes the drink and states that he really likes the tropical terror flavor. - 00:34–00:38 He likens the flavor to a coconut pina colada type flavor. - 00:38–00:45 The creator emphasizes the drink is a great option that is only 5 calories, has no artificial sweeteners, and is zero sugar. He also adds that it's very smooth. - 00:45–00:57 The creator closes out by stating that the Liquid Death energy drink has a much more clean flavor than any other energy drink he has tried in the past. He states he really enjoyed the tropical terror flavor and that the brand has put energy drinks back on the map for him.

# Ad summary A man reviews Liquid Death Sparkling Energy in the Tropical Terror flavor. He opens the can and takes a drink, then shares that it has 100mg of caffeine, which is like a cup of coffee. He says that if he's going to drink something, he needs to finish the whole thing, so he likes that the can is only 100mg of caffeine. He takes another drink and says he likes it. # Brand positioning Liquid Death is presented as a brand that offers a unique and edgy take on everyday beverages. The brand aims to occupy a space in the consumer's mind that is both rebellious and health-conscious, appealing to those who want to stay hydrated and energized without sacrificing their individuality. The brand aligns with a lifestyle that values humor, authenticity, and a rejection of traditional marketing norms. Liquid Death pushes against the category norms of overly sweet and artificial-tasting energy drinks by offering a sparkling energy drink with a bold flavor profile and a focus on natural ingredients. The brand positioning is both functional, providing hydration and energy, and emotional, appealing to consumers who want to express their unique identity and sense of humor. # Product Liquid Death Sparkling Energy is a canned beverage designed to provide hydration and energy. The product is for individuals who want a refreshing and energizing drink with a unique and edgy brand identity. The Tropical Terror flavor is described as a tropical paradise rather than a terror. Each can contains 100mg of caffeine, which is equivalent to a cup of coffee. The USP is that it provides an unextreme amount of caffeine per can, making it suitable for those who want to finish the entire can without overdoing it on caffeine. The ad addresses the purchase barrier of excessive caffeine content by highlighting the moderate amount of caffeine in each can. The product is worth trying or buying because it offers a refreshing and energizing experience with a unique flavor and a moderate caffeine level. # Visual style The ad has a casual, UGC feel with a selfie-style camera and natural lighting. The editing style is simple with static shots and minimal transitions. The production quality is polished but not overly produced, which supports the authentic and relatable tone. The pacing is consistent throughout the ad. # Hooks Spoken: Okay so Liquid Death has a sparkling energy drink and we're gonna try it. Text overlay: 00:00–00:04 / Liquid Death Sparkling Energy Visual: 00:00–00:04: A man with short dark hair and a trimmed beard is centered in the frame, holding up a blue can of Liquid Death Sparkling Energy. He's wearing a navy blue hoodie and smiling. Behind him is a white wall with a black abstract painting and a dark green couch. The camera is stationary and selfie-style. # Funnel stage Consideration # Pain points The ad implies that some energy drinks have excessive caffeine content, which can be overwhelming or lead to negative side effects. The man mentions that he needs to finish the whole thing, suggesting that he wants a moderate amount of caffeine that won't make him feel jittery or anxious. # Value propositions - Unextreme amount of caffeine per can: This connects to the feature of 100mg of caffeine, highlighting that it's a moderate amount suitable for finishing the entire can. - Tastes good: This connects to the overall experience of the product, suggesting that it's not only functional but also enjoyable. # Benefits - Refreshing and energizing - Moderate caffeine level - Suitable for finishing the entire can # Features - Sparkling energy drink - Tropical Terror flavor - 100mg of caffeine per can # Call to action None used. # Social proof - "Ooh, that's good" – Male 1 (Customer) - "I like it" – Male 1 (Customer) # Point of view - Customer 100% – The entire video is told from the perspective of a customer reviewing the product. # Storyline - 00:00–00:04 The man introduces Liquid Death Sparkling Energy and says he's going to try it. - 00:04–00:08 He struggles to open the can without nails and uses glasses to open it. - 00:09–00:13 He takes a drink and says it's good. - 00:14–00:21 He mentions the flavor is called Tropical Terror but says it's more like a tropical paradise. - 00:21–00:36 He explains that he likes that it has 100mg of caffeine, which is like a cup of coffee, because he needs to finish the whole thing. - 00:36–00:42 He reiterates that it tastes good and mentions the product name and flavor again. - 00:42–00:46 He takes another drink and says he likes it.