What Entrepreneurs Can Learn From the Liquid Death and Plunge Tub ‘Freeze to Death’ Campaign | Entrepreneur

It’s no secret that Liquid Death disrupted the beverage trade with its edgy and dangerous unconventional branding, extremely partaking digital advertising and marketing techniques and rebellious advertising and marketing campaigns, together with cranium imagery and darkish colours that set them far other than conventional water corporations.

In an identical means, Plunge chilly plunge tubs established themselves as essentially the most desired and hottest chilly plunge tub within the trade by designing the sleekest wanting tub at a extra reasonably priced worth level than tubs with related aesthetics.

This previous month, Liquid Death and Plunge mixed their trailblazing minds to launch the ‘Freeze to Death’ Cold Plunge. “Step into the abyss with Liquid Death x Plunge — the ice can that’s not just cold, but death-defyingly cold,” is what Plunge shared on their web site, along with “This upright cold plunge lets you submerge in a spine-tingling, full-body freeze, perfect for those who live life on the edge.”

As a limited-edition collaboration, solely 300 of those have been made, designed for out of doors use, and retailed for $5,990. They included a chiller, insulated lid and certificates of authenticity.

I had the pleasure of talking to the Co-Founders and co-CEOs of Plunge, Michael Garrett and Ryan Duey, and the Marketing Director for Liquid Death, Greg Fass. From my observations of this marketing campaign and conversations with them, beneath are 5 Lessons that entrepreneurs can find out about memorable and efficient advertising and marketing technique.

1. Do what no person else is doing

In this case, Liquid Death embraces a rebellious and punk aesthetic, in contrast to different water manufacturers on the market. With a mission to “murder” plastic bottles pushed by their unorthodox tagline, “Death to Plastic Bottles,” the model maintained its shock-value messaging with the “Freeze to Death” marketing campaign.

For this collaboration, the manufacturers have been fairly unrelated, but each embraced the concept that they have been launching an sudden product. The restoration theme was a intelligent play, on condition that each manufacturers may be linked to restoration and self-improvement by way of hydration and general psychological and bodily well being.

By bringing in humor and irreverence, the collaboration received important engagement and publicity, serving up “ice cold water” in a totally completely different means than one would anticipate — and, extra importantly, in a means that nobody had carried out earlier than.

Fass defined this to me as “trying to win the internet for the day…in other words, compete with the memes, celebrities and other content that’s out there to entertain audiences and seek to win!”

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2. Capitalize on tendencies and seasonality

While Liquid Death CEO and former punk rock skateboarder Mike Cessario is already identified for his creativity and fervour for well being, the partnership was good contemplating the rise of the chilly plunge pattern in America. The two manufacturers already had an exquisite relationship and mutual respect for one another.

The end-of-summer timing was preferrred, on condition that the “large can” is ideal for tailgate events on the onset of soccer season, Halloween occasions, and a time when individuals normally must proceed to embrace their very own well being and wellness.

Cold plunge tubs are identified to spice up temper and metabolism and provide bodily well being advantages. With the recognition that Plunge has established, this partnership thought couldn’t have been cooler, actually, for the founders at Plunge in an period the place chilly plunge studios and chilly plunging are on the rise.

Related: How to Overcome Imposter Syndrome and Start a Business, According to Gary Vee, a Serial Entrepreneur Worth Over $200 Million

3. Maximize affect on social media

Both Liquid Death and Plunge have established giant, respected and constant following throughout social media shops. When I first heard of Plunge, I recall that they had seeded their tubs to many high-profile wellness specialists and athletes that I knew or knew of, together with Andrew Huberman, Tony Hawk, Aubrey Marcus, Rich Roll and a number of the health instructors whose exercises are a part of my regime, similar to Peloton’s Callie Gullickson Howell and Courteney Fisher from Fit With Coco.

Followers and ambassadors from each corporations instantly helped help the marketing campaign, with the collaboration put up receiving over 21,300 likes and 342 feedback, together with “freakin’ genius” and “collab of the year.” The daring and eccentric posts additionally sparked engagement throughout TikTok, Facebook and Linkedin.

4. Capitalize on giving again and social accountability

Plunge donates to varied environmental and humanitarian organizations by its ‘Plunge for the Planet Program.’ Liquid Death is dedicated to cleansing up plastic air pollution by its rebellious can designs. Both corporations look to encourage audiences to make extra sustainable decisions for individuals and the planet. In itself, it is a win, as shoppers are extra centered on supporting manufacturers that care about and help individuals and the planet.

Related: Corporate Social Responsibility Is More Than Just Charity — Here’s Why It’s Good for Business.

5. Leverage your superpowers

As human beings and entrepreneurs, we’re all inspired to make use of “our superpowers,” whether or not it is a capability to method challenges analytically, a monitor document in scaling companies or, in my case, the energy of my private relationships and community.

Through a superb model and a well-executed advertising and marketing plan, Liquid Death constructed a group of cult-like loyal followers to assist promote this collaboration. Plunge, alternatively, centered on designing and engineering their very own merchandise in-house. The Co-Founders take satisfaction in having an in-house staff that features a nationwide buyer help community.

They additionally design and handle their app, which controls temperature and good cleansing, amongst different options, in-house. Additionally, their website positioning is and was a superpower from their early launch days, on condition that they named their firm Plunge and got here up because the #1 Google itemizing when the time period “cold plunge” is searched.

From messaging to imagery and, in the end, embracing leisure past the sudden, the ‘Freeze to Death’ chilly remedy tub will definitely drive extra leads for each corporations, that are trailblazing every in their very own classes.

So subsequent time you query an edgy advertising and marketing tactic or collaboration, ask your self in case you are going fully towards the grain, aligning with rising client preferences and in case your clients are prone to be on board with the marketing campaign. If you possibly can test these packing containers, I counsel you go for it. So lengthy as your marketing campaign is genuine, distinctive and aligned with a pattern, trigger or occasion, and you’ll join with audiences emotionally, you need to go for it!

Why? Because why not?