Signals

US – Canned water company Liquid Death has released a provocative album entitled Greatest Hates Vol 3 embodying the brand’s fearless embracing of criticism. It features lyrics derived from less-than-friendly comments received by the brand on social media and presented in a powerful music video.

The brand’s previous albums, Greatest Hates Vol 1 and Greatest Hates Vol 2, explored death metal and punk genres. In Vol 3, Liquid Death has delved into quality dance pop, with each song reflecting the brand’s unapologetic attitude, with titles like Worst Name For A Water Company and There’s Not Even Alcohol In It.

While some may view this as a marketing stunt, the album carries a more profound message. It highlights the importance of brands having a distinct point of view and expressing it creatively.

Mike Cessario, Liquid Death’s CEO, believes that solid branding is crucial in a saturated market like water. ‘Dasani is just purified tap water in a plastic bottle, and they do £764m ($1bn, €890m) in revenue. Aquafina is just purified tap water in a shitty plastic bottle, and they do £917m ($1.2bn, €1bn) in revenue,’ he told Fast Company. ‘Water is a category driven mostly by brand. So we build brand first, and we represent a point of view.’

In Elastic Agencies and Subversive Sustainability Ads, we previously highlighted how a rising bolder approach embracing cynicism, dark humour and rebellion in creative and advertising agencies is helping brands cut through the noise.