How to turn a negative to a positive

Liquid Death has been on my radar for a while for the simple reason one of my favourite punk rock bands, NOFX, started to feature and drink it all the time in all of their videos.

Below I am going to explore the positioning and uniqueness of the company Liquid Death, this will give you a good idea on why they are able to release an ad which takes haters comments and shows seemingly random people lick a fat dudes back in the name of marketing.

But this isn’t just a strategy for brands with a rebellious archetype, I will also give you an example of a local brand here in NZ who successfully uses their haters comments as cheeky content for their social channels.

Both great examples of why negative comments don’t have to be a bad thing, especially when you make them funny.

What is Liquid Death?

It’s a brand of canned water that has gained significant attention due to its unconventional branding strategy. Originating from the United States, Liquid Death positions itself as a "punk rock", rebellious alternative to the typical perception of bottled or canned water.

The company has been strategic in presenting its product in a way that is both surprising and intriguing. Instead of evoking images of purity, health, or refreshment like most water brands, Liquid Death opts for a heavy metal aesthetic. The tallboy cans and gruesome name give it a persona that's more akin to an energy drink or beer. The brand's tagline, "Murder your thirst," further underlines this unique positioning. And it’s absolutely perfect.

The aim of this approach is to stand out in a saturated market by appealing to a demographic that wouldn't typically be targeted by water brands. It’s a perfect example of spotting a gap in the market which targets a new audience with an old product rather than a completely new product its self. This branding strategy makes use of the shock factor, causing people to do a double-take when they see the product and, consequently, making it more memorable.

These guys have guts. From a branding and design perspective, Liquid Death has used the unexpected and even confrontational elements to differentiate itself. This serves as a powerful example of how creativity and understanding your target audience's psychology can break through even in a market as established as bottled water.

Using negative comments as a positive marketing message

Turning a negative comment from a 'hater' into marketing content is a strategy that can be both powerful and risky, and it's best handled with a careful understanding of your brand's voice and audience.

This approach involves using the criticism or negative feedback you've received, and rather than ignoring it or getting defensive, you incorporate it into your marketing strategy. This could be by using it in promotional material, replying publicly in a clever or funny way, or even creating whole campaigns based around it.

Here's a step-by-step process on how to do it:

1. Identify the comment: Not all negative comments are equal. Some are just baseless trolling, while others may contain valid criticism or simply be a difference of opinion. Understanding the nature of the comment is crucial. If it's a valid concern, it may be better addressed privately and used to improve your service or product. If it’s a troll, get ‘em.
2. Formulate a response: If the comment is suitable for a public, light-hearted response, think about how to do this in a way that aligns with your brand voice. A cheeky, humorous brand can get away with a funny comeback (like Liquid Death), while a more serious brand might opt for a thoughtful and surprising response.
3. Highlight the comment: If you're going all the way and using the comment in your marketing, you should ensure it's done in a way that presents your brand in a positive light. This could be by showing your audience that you don't take yourself too seriously, or by demonstrating your commitment to listening to all feedback.

As mentioned, a perfect example of this is Liquid Death. They have a whole raft of ways they turn haters comments into marketing. They even go as far as creating songs and music videos (see below). This not only showcased their brand's edgy, irreverent personality, but also highlighted the passionate reactions they were provoking.

The benefits of this strategy are that it can create memorable and engaging content, demonstrate your brand's personality, and show your audience that you listen to feedback. The risks are that if not handled correctly, it can come across as petty or mean-spirited. It's all about balance, a clear understanding of your brand values, and a deep knowledge of your audience's sensibilities.

Take a look at the hilarious video’s below and enjoy some ridiculousness.

Big shout out to the haters for making it possible.

Better than backsweat

F*#k who ever started this

Blind taze test

You don’t have to be a big brand to try it out

First things first, like I mentioned above, this style of marketing has to fit with your brand. You have be a little cheeky and rebellious to pull it off. But once you get the flow going, it can be a lot of fun for not much spend.

Below are some examples for a New Zealand based non-alcoholic beverage company, Terps & Co. There are some obvious nuances around the brand which they knew would set them up for this kind of approach. For example:

• The name - ‘Getting on the terps’ is a common saying in NZ which means a night of heavy drinking. It relates to turpentine which is a lethally high alcohol product usually for cleaning paintbrushes.
• No alcohol - A lot of people haven’t caught up yet and think if they are spending $60+ on a drink it needs to at least get you wasted. They get a lot of facebook commenters letting them know this. No surprises there.

What they have done really well is turn this into amusing content. It fits with their brand, it builds their personality and allows their fans to be amused at the expense of the people trying to tear them down in the first place. It’s always light hearted and quite fun.

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