News 19.07.2023

Need to Know

Liquid Death turns hate into pop music in latest ad, Sol introduces immersive reading headsets and why five-star hotel bookings are booming.

Liquid Death’s ad album turns hateful comments into creative fuel

Liquid Death, US

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.

Strategic opportunity

Consider how your brand must have a point of view and express it as creatively as possible to be in tune with the new codes of popular culture (dark humour, absurdity and a somewhat unhinged approach) in the 2020s

Sol introduces immersive reading headset

US Tech company Sol is introducing Sol Reader, a wearable headset similar to Apple’s Vision Pro and Meta’s Quest Pro, but solely designed to immerse users in reading and the world of e-books free from distractions. The company describes the product as ‘noise-cancelling for your eyes’. Sol previously received £3.8m ($5m, €4.4m) in a funding round in 2022.

Available to pre-order before officially launching in autumn 2023, Sol Reader will retail for £267 ($350, 311). The gadget displays text and can be controlled using a wireless remote control to turn the pages, allowing ease of use and the option of reading hands-free on the spot. The battery has an estimated 25 hours of reading time after a single charge.

‘We’re less concerned with spatial computing or augmented and virtual realities and more interested in how our personal devices can encourage us to spend our time wisely,’ says Sol CEO Ben Chelf. ‘We are building the Sol Reader specifically for a single important use case – reading. And while Big Tech surely will improve specs and reduce cost over time, we can now provide a time-well-spent option at 10% of the cost of Apple’s Vision Pro.’

Our Reading Market report examined how digital and interactive cross-reality book formats are being embraced by consumers seeking escapism and an immersive experience.

Sol Reader, US

Strategic opportunity

Sol’s positioning is clever; focusing on lower-cost AR/VR tech than market leaders and answering criticism about the use case for this new tech by focusing on 'time well spent'. If you’re considering entering this new market, how will you focus on offering consumers a 'useful' experience?

Stat: Demand for five-star hotel rooms on the rise

Six Senses, Ibiza, Spain Six Senses, Ibiza, Spain

Global – In the Future of Luxury Travel report published in May 2023, consulting group Deloitte highlights how the global luxury travel market is reaching new highs. Worth a colossal £916bn ($1.2 trillion, €1.06 trillion), the market is set to increase at a compound annual growth rate (CAGR) of 7.6% in the lead-up to 2030. One of the factors behind the growth is a rise in demand for luxury hotel rooms. Deloitte reports bookings at five-star hotels increased by 19% in the first three quarters of 2022 compared to the same period in 2021.

Luxury travellers also expect travel advisers to choose and book the said five-star hotel rooms for them. According to the report, 85% of luxury travellers surveyed view advisers as the best way to book personalised luxury travel, while 74% say that travel advisers can create a truly ‘luxury experience’. As explored in our EQ-Commerce macrotrend, Deloitte suggests industry players should invest in hyper-personalised services and embrace digital innovations such as AI, data analytics and machine learning to tailor each experience to the high-net-worth clients’ tastes.

In Brand-led Immersive Travel, we previously analysed the future of luxury travel by speaking to brand consultant Joel Bartfeld who specialises in curated, authentic and qualified travel guidance for luxury consumers.

Strategic opportunity

Luxury hospitality players should consider how to augment their concierge services’ current CRM and booking tools with AI and machine learning to create hyper-personalised services

Previous News Articles
Lily Cole and Skydiamond launch carbon-negative diamond jewellery collection

News

Lily Cole and Skydiamond launch carbon-negative diamond jewellery collection

British carbon-negative certified diamond company Skydiamond has collaborated with model and climate activist Lily Cole on a line of fine jewellery.
Sustainability : Fashion : Luxury
France debuts scratch-and-sniff baguette-scented stamps

News

France debuts scratch-and-sniff baguette-scented stamps

La Poste, the national postal service of France, has introduced a novel stamp featuring the iconic symbol of French culture: la baguette.
Design : Food : Scent
Spoor's AI technology protects birds from wind turbines

News

Spoor's AI technology protects birds from wind turbines

Spoor, an Oslo-based startup, employs AI to safeguard birds from the dangers of wind turbines.
AI : Technology : Biodiversity
Stat: High-earning Americans face financial woes as they are living paycheck to paycheck

News

Stat: High-earning Americans face financial woes as they are living paycheck to paycheck

According to the study, 62% of US consumers experienced this financial strain. This included 48% of those earning more than £79,000 ($100,000, €92,...
Finance : Wealth : Millenials
E45’s new ad campaign celebrates trans women’s transitioning skin

News

E45’s new ad campaign celebrates trans women’s transitioning skin

Skincare brand E45’s latest campaign 'This Is Me. This Is My Space' spotlights the unique skin changes trans people undergo, and earned the Channel...
Inclusion : Skincare : LGBTQ+
Protect Our Winters Finland turns snow into ads against climate change

News

Protect Our Winters Finland turns snow into ads against climate change

Protect Our Winters Finland (POW) has launched an innovative Snow Media service to turn snowy landscapes into advertising spaces, raising funds to ...
Environment : Climate Crisis : Advertising
Foresight Friday: Alice Crossley, foresight analyst

News

Foresight Friday: Alice Crossley, foresight analyst

Every Friday, we offer an end-of-week wrap-up of the topics, issues, ideas and virals we’re all talking about. This week, foresight analyst Alice C...
Foresight : Teen Boys Fragrance : Gen Zalpha Fragrance
Stat: Five nightclubs are closing weekly in 2024 in the UK

News

Stat: Five nightclubs are closing weekly in 2024 in the UK

The British night-time economy is struggling, with nightclubs particularly hard hit according to the NTIA Night-time Economy Report 2024.
Nightclub : UK : Night Club
Industry insights from the Global Fashion Summit 2024 in Copenhagen

News

Industry insights from the Global Fashion Summit 2024 in Copenhagen

The 15th edition of the Global Fashion Summit kicked off on 22 May at the Copenhagen Concert Hall under the theme Unlocking the Next Level.
Fashion : Luxury : Beauty
Soho House and Paper Foundation turn bedsheets into postcards

News

Soho House and Paper Foundation turn bedsheets into postcards

Soho House has partnered with Paper Foundation to recycle out-of-use bedsheets into hand-made illustrated postcards, as part of the private members...
Sustainability : Design : Hospitality
You have 2 free News articles remaining. Sign up to LS:N Global to get unlimited access to all articles.
BECOME A MEMBER
SIGN IN

What do we use cookies for?

We use cookies to enable the use of our platform’s paid features and to analyse our traffic. No personal data, including your IP address, is stored and we do not sell data to third parties.

Learn more