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Liquid Death and Van Leeuwen Ice Cream, two innovative brands known for their unique approach to consumer goods, joined forces to create a bold and unconventional product collaboration. The decision to collaborate on a new sparkling water flavour was a natural extension of both brands’ identities—combining Liquid Death’s audacious branding with Van Leeuwen’s expertise in creating unique and delicious flavour profiles. The result was an unexpected product: a sparkling water with a hint of ice cream flavour, challenging consumers’ expectations and encouraging them to try something completely new.
CLIENT
Liquid Death was founded in 2017 and quickly gained attention with its irreverent branding and commitment to environmental sustainability. Specialising in canned water—still and sparkling—the brand’s edgy, heavy-metal-inspired imagery and messaging turned the mundane act of drinking water into a rebellious lifestyle statement. With the tagline “Murder Your Thirst,” Liquid Death has grown a cult following, appealing to consumers who appreciate its anti-establishment ethos.
Van Leeuwen Ice Cream, established in 2008 in Brooklyn, New York, has become synonymous with artisanal, high-quality ice cream made from simple, all-natural ingredients. Known for its innovative flavours and vegan options, Van Leeuwen has positioned itself as a premium brand in the ice cream market, beloved by consumers who value both taste and the quality of ingredients. The brand has a history of experimenting with unexpected and intriguing flavor combinations, making them a perfect partner for Liquid Death’s boundary-pushing approach.
CHALLENGE
The primary challenge for Liquid Death and Van Leeuwen Ice Cream was to create a campaign that would effectively communicate the uniqueness of their collaboration and resonate with both brands’ target audiences. Their strategy needed to generate buzz, drive consumer curiosity, and ultimately, convert that curiosity into sales.
Given the unconventional nature of the product—a sparkling water with an ice cream flavour—the campaign needed to strike a balance between maintaining the rebellious, edgy tone of Liquid Death and the premium, artisanal image of Van Leeuwen. The goal was to create a campaign that would appeal to the shared values of both brands’ customer bases: a love for quality, a taste for the unexpected, and a willingness to embrace the unusual.
To achieve this, the campaign focused on the following key strategies:
Bold Visuals and Messaging: The campaign used striking visuals and bold messaging that captured the attention of consumers. The packaging and promotional materials featured Liquid Death’s iconic skull imagery combined with Van Leeuwen’s classic, clean design aesthetic, creating a juxtaposition that piqued consumer interest.
Social Media and Influencer Marketing: Recognising the power of social media in driving conversations, the campaign heavily leveraged platforms like Instagram, TikTok, and Twitter. Influencers and brand ambassadors were enlisted to create content around the collaboration, showcasing the product in humorous and unexpected ways, which encouraged sharing and viral engagement.
Limited-Edition Product Launch: To create a sense of urgency and exclusivity, the collaboration was launched as a limited-edition product. This strategy tapped into consumers’ fear of missing out (FOMO), driving rapid sales and encouraging consumers to act quickly to secure their own can of the new flavour.
Experiential Marketing: Pop-up events and in-store tastings were organised in key markets, allowing consumers to experience the product firsthand. These events were designed to be shareable moments, with photo booths, branded merchandise, and live entertainment, further amplifying the campaign’s reach through attendees’ social media posts.
CHANGE
The Liquid Death and Van Leeuwen Ice Cream collaboration campaign achieved success through a combination of strategic marketing and authentic brand storytelling. The results included:
Increased Engagement: The campaign generated significant buzz on social media, with consumers sharing their reactions to the unexpected collaboration. The use of influencers and engaging content helped drive a high level of interaction, with posts about the product receiving thousands of likes, comments, and shares.
Conversion and Sales: The limited-edition nature of the product created urgency, leading to rapid sell-outs in both online and physical stores. The collaboration not only attracted existing fans of both brands but also drew in new customers intrigued by the novelty of the product.
Conversations Around the Brand: The campaign sparked widespread conversations about both Liquid Death and Van Leeuwen Ice Cream, elevating their profiles and reinforcing their reputations as brands willing to push boundaries. The unexpected pairing of water and ice cream flavour intrigued consumers and media alike, resulting in extensive coverage in lifestyle and food publications.
CONCLUSION
Marketers can take inspiration from this collaboration by recognising the value of bold, innovative ideas that challenge consumer expectations. The success of this campaign suggests that the future of marketing lies in creating experiences that are not only visually and conceptually intriguing but also deeply rooted in the authentic stories and identities of the brands involved.
As consumers continue to seek out products and experiences that resonate on a personal and emotional level, marketers will increasingly look to unconventional collaborations and limited-edition releases as a way to differentiate their brands in a crowded market. The Liquid Death and Van Leeuwen campaign serves as a blueprint for how to effectively combine creativity, authenticity, and strategic marketing to achieve outstanding results.
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A full-service Marketing and Design Agency
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www.nucleusvision.digital
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