Breaking away from feel-good, soft and gentle, conventional mode of advertising is not a bad thing. Being ‘extremely’ different is not necessarily a bad thing – heavy metal, biker mania, extreme sports, BMX, etc. have their niche, and a following. And without sounding patronizing, very often one finds that their hearts are in the right place.
Imagine turning something as tame as iced teas, the drink of pastel grannies into a heavy metal-laced sequence of extreme sports! But it works! Including the last frame with a fancy teapot (that is crushed of course) and classical music!
The extreme contrasts are a genius trick – take for instance, their homepage - there is the can with the extreme heavy metal kind of design on it and a little girl drinking out of it – their first and signature offering – pure water!
The entire commercial is a nod to nostalgia and Monty Python’s Hell’s Grannies sketch. And everyone who was a fan of that sketch (and Jackass) can totally relate to this spot and the heavy metal grannies. The slightly older generation certainly will. And today’s heavy metal fans will too!
Throw in the product – iced tea – the quintessential energy drink (the little caffeine in the tea) – which is something that even your grandma would approve of! And you have a masterpiece!
So, what if some people don’t like what they do and send them hate mail? They just make those hate emails the lyrics of their heavy metal tracks and release an album. No wait – they’ve released two albums!
Liquid Death is, by the way, supposed to be one of the top water brands (even among beverage brands) on Instagram and TikTok! And it is not surprising at all – they are constantly doing something crazy or bizarre that has everyone talking about them. Remember the drummer granny?
As their VP of Creative, Andy Pearson told Muse, “We like taking a stance that other brands would never touch."
Within hours of releasing this iced tea commercial, the YouTube video of this spot had over 27, 000 views with comments like “now THIS is how you sell iced tea” and “I am SO going to buy this” and “hell f*$#@g yeah!”
Sounds to me like they are doing things right!