Sharm Tank Vol. 41

Nik Sharma
August 30, 2024

Happy Friday,

I’ve been skimping on the small talk. I’m sure some of you probably want to just jump into the meat of the newsletter, but let’s take a moment to chill.

How was everyone’s week? Did you get rich off of Nvidia? No, oh alright.

Okay, back to your regularly scheduled programming.

This week we’re talking all about collaborations and one brand who absolutely kills it in this respect.

The Art of Collaboration: How Liquid Death Keeps Disrupting the Market

Many of you probably know the water company Liquid Death. They blasted on to the scene in 2017 with a new way to sell water, one that focused entirely on branding. Liquid Death is honestly more of a marketing company than it is a beverage company.

Since its founding, Liquid Death has made waves by positioning itself as more than just a water company—it's a brand with a rebellious, irreverent spirit. Known for its edgy messaging, the brand has built a reputation that challenges the norms of the beverage industry.

From selling ad placements on their packaging through an eBay auction to creating a water brand that looks more like a craft beer than a health product, Liquid Death consistently pushes the envelope.

But one thing that Liquid Death always crushes is its collaborations. From make-up to ice cream, the beverage company always finds new ways to bring its sardonic tone to a new audience.

Let’s dive into some of their recent collaborations to understand why they work so well and what lessons we can take from them.

Liquid Death x Yeti

The Collaboration: Just announced last Wednesday, Liquid Death Is partnering with Yeti to create the Casket Cooler, an 85-pound, steel-wrapped cooler designed to keep your drinks ice cold “for an eternity.” It’s a functional, high-quality product that also serves as a statement piece, blending the rugged durability of Yeti with Liquid Death’s dark, rebellious branding.

Why It Works: Simple, it’s a casket cooler. This collaboration perfectly marries the core identities of both brands. Yeti is known for its tough, reliable products, while Liquid Death thrives on edgy, eye-catching concepts. By combining these elements, they’ve created a product that’s both practical and provocative.

Liquid Death x Van Leeuwen

The Collaboration: Liquid Death teamed up with Van Leeuwen Ice Cream to create Hot Fudge Sundae Sparkling Water, a 20-calorie, limited-edition flavor that’s available exclusively at Van Leeuwen scoop shops and on Amazon. This partnership takes Van Leeuwen’s knack for unique, offbeat flavors and applies it to Liquid Death’s mission of making healthy beverages more exciting.

Why It Works: This collaboration stands out because it takes a familiar dessert flavor and turns it into something completely unexpected—a sparkling water. By stepping into the world of dessert-inspired beverages, Liquid Death not only broadens its product range but also taps into the trend of quirky, limited-edition flavors that generate buzz. Van Leeuwen’s reputation for pushing flavor boundaries makes them the perfect partner for this venture, creating a product that’s fun, intriguing, and perfectly on-brand for both companies.

Liquid Death x e.l.f. Cosmetics

The Collaboration: Liquid Death collaborated with e.l.f. Cosmetics to launch the Corpse Paint Vault, a black metal-inspired makeup kit that includes products like the “Kiss of Death” lipstick and the “Dead Set” setting spray. This limited-edition collection is designed for those who love bold, expressive makeup looks.

Why It Works: This partnership works because it connects two brands that are both known for their bold, disruptive marketing. Liquid Death’s edgy, rebellious image aligns perfectly with e.l.f.’s commitment to affordable, high-quality beauty products that empower self-expression. By branching into the beauty industry, Liquid Death reaches a new audience while reinforcing its image as a brand that’s not afraid to make a statement.

Liquid Death x The Boys

The Collaboration: In a tongue-in-cheek collaboration with the Amazon Prime show The Boys, Liquid Death “hired” the character The Deep as their Chief Sustainability Associate. After a series of PR disasters—including a video of The Deep handing out tobacco products to minors—Liquid Death “fired” the superhero, playfully promoting the show’s Season 4 premiere while also highlighting their flavored sparkling water as a healthier alternative to sugary sodas.

Why It Works: This collaboration is brilliant because it leverages the popularity of The Boys while maintaining Liquid Death’s irreverent, edgy brand voice. By using humor and satire, Liquid Death not only entertains but also subtly promotes their product as the better choice for health-conscious consumers. The partnership with The Boys allows Liquid Death to tap into the show’s dedicated fanbase, ensuring the campaign reaches a wide and engaged audience.

Liquid Death’s collaborations are a masterclass in how to stay true to your brand while expanding your reach.

Whether it’s through partnering with complementary brands or tapping into popular culture, Liquid Death consistently finds ways to keep their marketing fresh and engaging. The key takeaway?

Choose partners who not only align with your brand’s identity but also help you push creative boundaries, keeping your audience excited and engaged.

TikTok’s ‘Cucumber Guy’ Becomes the New Darling of Beauty and Hair Care Brands

Logan Moffitt, better known as TikTok’s “Cucumber Guy,” has captured the attention of beauty and hair care brands like K18, NYX Professional Makeup, and Flamingo with his viral cucumber salad recipes. Since launching the series in early July, Moffitt has nearly doubled his following to 5.8 million, making him a hot commodity for brands outside of the food space. These unexpected partnerships are proving to be a hit, with Moffitt’s quirky and engaging content creating a fresh and effective way for non-food brands to connect with a wider audience.

Olipop Scores Big with Stadium Partnerships

Olipop, the healthier soda brand, is gaining ground in the competitive beverage market by securing deals with major sports stadiums. The brand's drinks will soon be available at the LA Clippers' new Intuit Dome, marking its third stadium partnership in less than two years. By branding itself as the "official functional beverage," Olipop is bypassing exclusivity agreements that typically favor soda giants like PepsiCo and Coca-Cola. This clever strategy not only increases Olipop's visibility but also introduces the brand to a younger, engaged audience, potentially driving repeat sales.

Google's Ad Strategy Exposed in Antitrust Court Documents

Google's antitrust trial has unveiled details about its ad agency incentives and ad tech strategy. Court documents reveal Google's efforts to dominate the publishing side of ad tech and maintain its competitive edge against rivals like Facebook. The disclosures include a 2018 memo detailing rebate programs designed to boost spending on YouTube and other Google platforms. As Google prepares for its trial, the revelations are drawing criticism from industry insiders, who question whether these practices were anticompetitive or just industry norms. The trial, set to begin on September 9, will scrutinize these practices and their impact on the ad tech landscape.

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