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Canned beverage model Liquid Dying’s “hatred” of selling has impressed celeb and influencer partnerships in recent times, based on VP of selling Greg Fass.
“We sort of have this deep mistrust of company advertising,” Fass mentioned. “All the pieces we put out must not directly make enjoyable of selling or be pure leisure or comedy.”
Liquid Dying seems for celebrities and potential model ambassadors that embody its guiding rules. The result’s content material equivalent to skateboards infused with Tony Hawk’s blood and a satirical 10-minute exercise video with comic Bert Kreischer.
The corporate hasn’t slowed down in 2023. In late January, Liquid Dying introduced its “most brutal ambassador ever:” the Godmother of Drumming Dorothea Taylor. Simply this week, it debuted a line of iced tea merchandise, accompanied by a bunch of heavy metal-playing grandmas.
“We wish to work with individuals that you just suppose are surprising for a model referred to as Liquid Dying,” Frass mentioned. “We similar to to have enjoyable with this notion of who [our] buyer is; it’s not simply tattooed metalheads, it’s avid gamers, mothers and skate boarders. It actually runs the gamut.”
The model additionally works with influencers, adopting the identical playfulness in these efforts. Most lately, it tapped V Circulation, Joe Mele and Lili Hayes for assist on TikTok for its iced tea launch.
“Whether or not it’s content material creator [work] or a function size horror movie that we produce ourselves, we take every bit of content material simply as critically,” Frass added.
Liquid Dying’s distinctive technique seems to be paying off. In October, the corporate was reported to be nearing $1 billion in valuation, and investor Peter Pham mentioned it’s starting to “lay the groundwork” for an IPO.
Moxie Communications serves as Liquid Dying’s PR AOR, managing media relations.
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