Some brands are making a U-turn away from safe and reliable marketing practices into something bizarre and even … horrifying. The trade press began to characterize the new wave of unhinged brands as DGAF (for Don’t Give a F*ck).
But nothing could be further from the truth. These brands care deeply about their products and customers but realize that their enemy is indifference. Without awareness and conversations about the product, there are new sales. A disruptive narrative unlocks consumer attention and the DGAF brands are plowing into exciting new territory.
To understand the connection between today’s over-the-top weirdness and consumer attention, we need to start with Liquid Death.
Liquid Death: A pioneer of unhinged brands
When it comes to disrupting a boring brand narrative, Liquid Death is a rocket-fueled joyride to the kingdom of badassery. It’s turned a bland, commoditized category (water) on its head by breaking every marketing taboo in the history of marketing taboos.
This is fearless marketing.
- Let’s start with the name. “Death” is usually not the ideal topic to bring up when selling a consumer product, especially when competitors are normally called something like Rainbow Springs.
- And its packaging. Water is supposed to be a symbol of purity. Liquid Death does the opposite—it’s sold in oversized aluminum cans featuring a macabre illustration of a heavy metal skull. By embracing the imagery and language of darkness and danger, Liquid Death subverts every expectation of what a politically correct brand should be.
- One notorious campaign featured a blind taste test in which participants compared Liquid Death to toilet water. The brand’s founder, Mike Cessario, drank from a toilet on camera to prove that Liquid Death tastes better.
The brand embraces its (many) critics. One review said, “I would rather lick the back of a sweaty fat man than drink Liquid Death.” The company turned this into a viral video when it asked customers to lick the back of a sweaty fat man. It quickly proved that 100% of consumers prefer its drink.
You really need to see this:
Liquid Death aligns with controversial figures and subcultures like heavy metal bands and tattoo artists. By embracing fringe elements of society, Liquid Death appeals to consumers who feel alienated by the mainstream and crave a sense of belonging and rebellious fun.
Unhinged brands emerge
Recently I wrote about the nightmarish TikTok videos published by Nutter Butter brand cookies. If you haven’t checked this article out, go ahead, I’ll wait.
At a time when many marketers are covered in fear-induced night sweats over the potential to make a mistake or offend, there’s a growing crop of brands proving people will reward crudeness and candor when it’s actually entertaining. The strategies and product markets differ, but brands like Nutter Butter, Liquid Death, Duolingo, and Pop Tarts are using edgy, agile laughs to win over audiences. Arguably, the much-maligned Jaguar re-brand is a DGAF nod to the old school marketing world.
While there has always been an element of weird in the ad world, I think we’re on a cusp of really audacious content because the world is ready for it.
Indifference is the enemy
I don’t pretend to completely understand the imagery and narrative presented by Nutter Butter or Liquid Death. But I do understand that they have people talking.
And I love this refreshing take. It’s objectionable but not offensive. I mean, what is the legal department going to say about people licking sweat of a guy’s back?
It doesn’t cross a line because it creates new lines in a unique brand universe. Liquid Death and Nutter Butter have looked at the “rules” of water and cookies and determined that they need to be re-written. Awesome.
Weird marketing isn’t new but perhaps it is newly relevant in a world where people are just tired of the same repetitive ads and marketing.
If you’re going to take a big brand risk, maybe the safest play of all is inventing a new world where there are no rules and nobody to offend. Even small brands are entering the DGAF universe.
You only win with brand
In an interview, Liquid Death founder Mike Cessario contended that dull is usually embedded in a brand from the beginning. “Entrepreneurs create something new. They have a product name, and maybe they hire a graphic designer, but it’s not that interesting or smartly branded. Later in the game, when they have money, they hire marketing agencies to build campaigns around this uninteresting thing to make people care about it, or somehow make it relevant when it’s not. But when you can have the people involved at the beginning who understand culture and psychology and have them create the brand, it’s a far more powerful position.
“You’re only going to win with branding. You won’t win with some functional ingredients you can’t own. In that case, when you’re big enough, Coke or Pepsi or someone else will just produce the same thing—same ingredients, cheaper, more widely distributed, and then you lose. With water, there’s minimal, if any, functional difference between the brands. The difference is purely marketing. People want to walk around with this thing instead of that thing. None of the water brands were interesting. I did my homework. There was a huge opportunity to tell a different story.
“The big mistake entrepreneurs make is thinking ‘what has worked in the past is what’s working now—let’s make something like that.’ Most new things are just copies of existing things. If you aspire to be truly unique or innovative, you have to trick your brain and force yourself to consider bad or dumb ideas. That makes you consider things that don’t exist, because why would anyone create a product that’s a bad idea?”
DGAF brands? No. The wisdom is far beyond that.
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