Each time Liquid Loss of life makes content material, its workforce asks the identical query: Will this get shared on social media?
Likes and feedback are superb, however shares are what it actually craves. “As a result of if it is not compelling sufficient for individuals to share,” says And Murphythe model’s SVP of selling, “then it is most likely not good tip-of-the-spear, top-of-the-funnel advertising and marketing.”
The proof is within the numbers: Sharable advertising and marketing propelled Liquid Loss of life into being a $1.4 billion juggernaut, with 7 million followers on each Instagram and TikTok — despite the fact that, at its coronary heart, it is only a model that sells canned water and iced tea. However it’s marketed and offered like a very aggressive beer, which will get a whole lot of consideration.
So, how do they do it? Murphy says that their formulation is definitely replicable — and he is glad to share it. This is how Liquid Loss of life creates viral gold, in 5 steps.
Step 1: Construct an “entertainment-first” model
“The web has utterly shattered the eye economic system,” Murphy says. Customers can skip something they dislike, which implies you have to earn each second of their consideration .
That is why your advertising and marketing have to be conceived of, produced, and offered as leisure — and your model should function as an always-on content material machine. Or as Murphy calls it: “You have to be entertainment-first.”
Liquid Loss of life did not invent this concept, he admits. Pink Bull proved the mannequin a long time earlier, by changing into a number one producer of maximum sports activities content material. Liquid Loss of life thinks of itself as a comedy producer. And your model? It might produce something — as long as it is entertaining, and appeals to your target market.
Step 2: Prioritize high of funnel
Early-stage manufacturers typically get slowed down in optimization, Murphy says. They spend an excessive amount of time on bottom-of-funnel components like manufacturing and distribution — which is comprehensible, however leaves them susceptible.
“If no person is aware of concerning the product, and if no person’s stopping on the shelf or trying to find it on Amazon, then your different efforts have been for naught,” he says.
As an alternative, he says, manufacturers ought to lean closely on social media. It is the one software that may attain tens of millions of individuals totally free — and if you happen to get it proper, your different operational items will fall into place.
Step 3: Put money into your leisure
Picture Credit score: Liquid Loss of life
When you select your lane, he says, you have to lean into it closely and absolutely.
For instance, Liquid Loss of life does not simply rent entrepreneurs; they rent comedy writers who’ve written for the likes of Grownup Swim. Then they maintain these writers “hermetically sealed” from the remainder of the enterprise — in order that they’ll give attention to the funniest concepts, and never be watered down by gross sales or advertising and marketing issues.
The consequence: They’ve offered kegs of water for pregnant girls, referred to as Kegs For Pregs. They a toilet-water style take a look at. They gave away an actual jet. They usually typically associate with surprising manufacturers, like co-creating the Pit Diaper (for individuals who drink quite a bit within the mosh pit) with the adult-diaper firm Rely.
“We have been dropping no less than one banger a month since our origin,” Murphy says. “It might’t simply be, ‘Oh, we did this, after which it is gone.’ As an early firm, it’s important to have that repetition and keep on the market in tradition.”
Step 4: Be nimble and take dangers
On social media, Murphy says, small manufacturers have a bonus over massive manufacturers: “You may get stuff to market in a short time, you’ll be able to take a look at it, you’ll be able to study, you’ll be able to react,” he says — whereas bigger rivals will transfer slowly and be risk-averse.
Positive, small manufacturers have small budgets. However Murphy says that may be a superpower — as a result of small budgets drive inventive constraints, which he likes to name “funds haiku.” Generally, the most effective content material can be the most affordable, scrappiest, and most intelligent.
He affords a problem: Create concepts that you may articulate in a single sentence. If it takes longer than that, the thought may be too difficult. For instance, he says, the Pit Diaper began like this: “What if we made grownup diaper for the mosh pit?” he says. It is a clear, humorous, immediately shareable thought.
Step 5: Issues? Entertain the answer
Being “entertainment-first” does not imply abandoning all advertising and marketing rules, Murphy says. You need to nonetheless be alert to the market and your shoppers’ perceptions. However your options should even be entertaining.
This is an instance:
Liquid Loss of life recognized an issue: Though the model is parodying beer promoting, too many shoppers suppose that Liquid Loss of life truly is a beer… or possibly an vitality drink.
To handle that, Liquid Loss of life purchased its first Tremendous Bowl advert in 2025. It featured pilots, cops, and docs chugging a can on the job, whereas a jingle sings, “Drink on the job. Everyone’s drinkin’ on the job.”
“You could not watch that and go, ‘It was a beer,’ proper?” Murphy says. It was humorous, nevertheless it was additionally strategically responding to market analysis.
Step 6: Flip your followers into content material
When you begin a dialog on-line, your followers will maintain that dialog going — which creates a brand new wave of alternative.
“A variety of what we’re doing proper now could be combing social media, searching for individuals’s posts about Liquid Loss of life,” Murphy says. “We go to them and say, ‘Hey, love that content material. We’ll put media behind your publish and do some refined concentrating on at totally different individuals. Then you’ll get publicity. And you’ll get followers.”
Generally, Liquid Loss of life additionally pays these individuals a small sum of money — possibly $100 or so. However largely it is not needed. They’re simply psyched to assist their favourite model.
In brief: The most effective advertising and marketing does not really feel like advertising and marketing.
It looks like one thing individuals select to look at — as a result of it was made to entertain them, to not promote product to them. When that turns into your model’s ethos, your viewers (and their loyalty) will observe.
