In this episode, I’m revealing what digital product sellers can learn from the $1.8 billion company, Liquid Death. They rely on organic marketing strategies with little to no ad spend!
Welcome back to The Becky Beach Show, the podcast where we help digital product sellers like you scale your businesses to six figures and beyond. Whether you’re making printables, creating online courses, selling eBooks, or crushing it on Amazon KDP, you’re in the right place for actionable strategies and a dose of inspiration.
Today, I’m diving into the wild success of a brand that’s making waves far beyond its category: Liquid Death. Yep, the canned water company that’s edgy, bold, and now valued at $1.8 billion. The kicker? They’ve done it by focusing on organic marketing and creative collaborations, not traditional paid advertising.
We’ll break down what Liquid Death did, why it worked, and how you can use these exact strategies to get more eyes on your digital products and boost your income. Trust me, this episode is packed with tips you can start using today.
Part 1: The Liquid Death Phenomenon
Becky:
Okay, so let me paint the picture for you. Liquid Death isn’t just selling water—they’re selling an identity. They’ve made canned water cool by leaning into a rebellious, heavy-metal vibe. Their tagline? “Murder Your Thirst.”
But here’s what’s even cooler: They’re not relying on massive ad spends. Instead, they’re using content marketing, viral collaborations, and community-building to grow their brand.
Some examples:
- They partnered with E.l.f. Cosmetics to create a corpse-paint makeup line, which got them 250 million social media impressions.
- They collaborated with Van Leeuwen Ice Cream to make a hot fudge sundae-inspired water flavor. It sold out in under 7 hours and became the most successful grocery limited-time offer on Amazon ever.
- They even auctioned off a $68,000 casket cooler with Yeti, blending shock value with their signature humor.
All of this keeps them in the conversation, on social media, and in the press—all without traditional ads.
Part 2: What Digital Product Sellers Can Learn
Becky:
So, what can we, as digital product creators, learn from Liquid Death’s insane success? A lot, actually! Let’s dig into some takeaways that you can apply whether you’re selling online courses, printables, Amazon KDP books, spreadsheets, or eBooks.
1. Make Your Brand Stand Out
Liquid Death didn’t just slap water into cans and call it a day. They built an edgy, memorable brand that cuts through the noise. Their branding is bold, irreverent, and unapologetic, which attracts their ideal audience like a magnet.
How This Applies to You:
Think about your own digital product business. Does your branding stand out? Are you speaking directly to your ideal customer in a way that grabs their attention?
For example:
- If you sell printables for busy moms, could you brand yourself as “The Chaos Commander” with bold, playful messaging?
- If you create online courses, what’s your unique teaching style? Maybe it’s fun and relatable, or maybe it’s hyper-focused and no-nonsense. Lean into that!
Branding isn’t just logos and colors—it’s how your audience feels when they interact with your products.
2. Create Shareable, Entertaining Content
One of Liquid Death’s strengths is creating content that’s so entertaining, people want to share it. Their campaigns—like mock heavy metal albums made from hate comments—get people talking and tagging their friends.
How This Applies to You:
As a digital product seller, you can do this too! Here are some ideas:
- Share funny memes or relatable videos about your niche. If you sell budget spreadsheets, make a meme about the struggle of tracking expenses.
- Post behind-the-scenes looks at how you create your products. People love seeing the “real” side of business.
- Experiment with short-form videos on TikTok or Instagram Reels—these platforms are goldmines for organic reach right now.
The goal is to create content that’s not just promotional but also engaging and fun.
3. Think Outside the Box with Collaborations
Liquid Death is a master at unlikely partnerships. I mean, a water brand teaming up with a cosmetics line or ice cream company? That’s not something you see every day, but it works because it grabs attention.
How This Applies to You:
Who could you collaborate with in your space?
- If you sell Amazon KDP books, maybe you team up with a journaling influencer to co-create a limited-edition planner.
- If you create online courses, partner with another coach who complements your niche for a bundled offer. For example, a course creator in fitness could team up with someone who sells meal-planning printables.
The key is to think creatively. Collaborations help you reach new audiences without spending big on ads.
4. Build a Community of Superfans
Liquid Death doesn’t just have customers; they have fans who love their brand. They create a sense of belonging through their messaging, social media interactions, and even merch like t-shirts.
How This Applies to You:
Focus on building your community. This could be a Facebook group for your audience, a mailing list that feels personal, or even just engaging consistently on Instagram.
For example:
- If you sell printables, share tips and tricks for using them in a weekly email.
- If you create eBooks, start a book club where readers can discuss the content.
People are more likely to buy—and keep buying—when they feel connected to you and your brand.
Part 3: Overcoming Challenges
Becky:
Now, I know what some of you might be thinking: “Becky, this sounds awesome, but I’m not a billion-dollar brand. How can I pull this off with a small audience or budget?”
Here’s the truth: Liquid Death didn’t start big, either. They grew their brand step by step by focusing on creative, consistent efforts.
Here’s how you can do the same:
- Start Small: You don’t need to launch a massive collaboration right away. Start by creating one piece of bold content or reaching out to one potential partner.
- Stay Consistent: Show up regularly. Post content weekly. Engage with your audience daily. Over time, this builds momentum.
- Experiment: Don’t be afraid to try new things. The beauty of digital products is that you can pivot quickly if something doesn’t work.
Part 4: Action Steps for This Week
Becky:
Alright, it’s time for some homework! Here are three things you can do this week to start using these strategies:
- Brainstorm Your Brand Identity: What makes you stand out? Write down three words that describe your brand and brainstorm ways to emphasize them in your content and products.
- Plan a Shareable Post: Create one piece of content designed to entertain or inspire your audience. This could be a meme, a relatable Reel, or a behind-the-scenes photo.
- Reach Out to a Potential Partner: Identify one person or brand in your niche that you could collaborate with. Send them a DM or email to start the conversation.
Remember, small, consistent actions add up over time.
Part 5: Wrapping It All Up
Becky:
Liquid Death’s success shows us that creativity, personality, and connection are the real keys to marketing success. Whether you’re selling eBooks, online courses, or printables, you can apply these strategies to grow your business organically and authentically.
If you loved this episode, I’d be so grateful if you’d leave a review—it helps more digital product sellers discover the show. And if you try any of these tips, let me know! Tag me on Instagram @themombeach or send me an email! I’d love to hear how it’s going!
Check out the Business Beach Club here to start and/or scale your own digital product business!
Until next time, keep showing up, keep creating, and keep scaling!
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