Laughing All the Way to the Bank: Liquid Death and Old Spice Master Tongue-in-Cheek Marketing
The world of marketing can feel like a never-ending sea of safe, beige campaigns. But some brands break free, daring to stand out with wit, grit, and irreverence. Enter Liquid Death and Old Spice—two brands that prove humor isn’t just a laugh but a strategy that translates into cultural relevance.
Much like a villain embracing their edge, these brands lean into bold, tongue-in-cheek storytelling, creating identities that are anything but forgettable.
Liquid Death: Murdering Thirst, One Can at a Time
Liquid Death didn’t just disrupt the bottled water market—it buried the competition six feet under with its punk-rock personality. Who knew canned water could feel rebellious?
Why It Works
Unexpected Branding: Instead of adopting the usual serene, wellness-inspired visuals of the water industry, Liquid Death packaged itself like a craft beer or energy drink. Its slogan, “Murder Your Thirst,” isn’t just memorable—it’s a rallying cry for its target audience.
Relatable Anti-Hero Vibe: The brand leans into its "villain" persona, playfully rejecting the pristine, eco-friendly tropes while still delivering on sustainability (their cans are infinitely recyclable).
Marketing Mischief: From tongue-in-cheek ads mocking bottled water clichés to selling a drinkable severed head candle, Liquid Death’s humor turns customers into die-hard fans.
Lesson: Don’t shy away from being weird or disruptive. If you can own it and make your audience laugh, you’ll earn not just attention but loyalty.
Old Spice: The Comeback King
Before the now-iconic “The Man Your Man Could Smell Like” campaign, Old Spice was your dad’s deodorant—functional but forgettable. Today, it’s the gold standard of funny, tongue-in-cheek advertising.
Why It Works
Self-Aware Humor: Old Spice pokes fun at its legacy with over-the-top absurdity. By embracing how ridiculous “manliness” marketing can be, it became part of the joke instead of the target.
Memorable Characters: From the suave, towel-clad Isaiah Mustafa to Terry Crews’ explosive antics, Old Spice creates characters that are larger-than-life but instantly relatable.
Social Media Genius: Old Spice didn’t stop at TV ads—it took the absurdity online, responding to fans in real-time with personalized videos, creating an interactive experience that felt fresh and exciting.
Lesson: Owning your quirks—and turning them into a spectacle—can breathe new life into your brand.
What Liquid Death and Old Spice Teach Us About Branding Boldly
1. Dare to Be Different
These brands don’t play it safe. They embrace their villain arcs in the marketplace by rejecting the traditional and the expected. Being bold isn’t about being reckless; it’s about being intentional in what you stand for.
2. Humor Is a Superpower
Both Liquid Death and Old Spice show that humor isn’t fluff—it’s a weapon. Done right, it humanizes your brand and builds a cult following.
3. Villains Rewrite the Narrative
Like the best antiheroes, these brands have flipped the script. Liquid Death made water metal, and Old Spice made deodorant entertaining. They didn’t ask for permission; they just did it.
Owning Your Villain Era in Branding
The boldness of Liquid Death and Old Spice is a reminder that embracing your brand’s unique edge isn’t risky—it’s empowering. Whether you’re building a brand from scratch or rebranding an old one, leaning into a distinctive voice can be your ticket to creating something unforgettable.
In the world of marketing, playing it safe is the real villain. If you’re ready to channel your brand’s unapologetic grit, ask yourself:
What makes your brand different?
How can you lean into that, unapologetically?
Are you ready to rewrite your narrative?
Because at the end of the day, the brands we remember aren’t the ones that played nice. They’re the ones that dared to laugh at the rules—and then rewrite them entirely.
Your brand doesn’t have to be perfect. It just has to be real, bold, and ready to make its mark. Will yours be next?