Dos Equis

Brand the healthy thing with junk-food marketing energy

Liquid Death's core insight: the funniest, most memorable ad campaigns of the last decade (Bud Light, Dos Equis, Doritos, Red Bull) all come from junk food and alcohol, while healthy products are marketed quietly to moms. The play is to take the healthiest thing you can drink and brand it with the fun usually reserved for unhealthy products.

“most of the most hilarious, memorable ad campaigns that you ask most people about of the last 10 years, they'll tell you Bud Light, Dos Equis, Snickers, Doritos, Skittles, like all junk food and alcohol. That's the funniest, most memorable kind of youth culture owning and energy drinks like Red Bull.”

Steal thisFind a healthy product marketed quietly to moms and re-brand it with the irreverent, fun energy that junk-food and alcohol brands own.