Director of Community - CommerceNext | Ecommerce & Digital DTC Consultant | Ex-L'Oreal
Liquid Death is running a jet sweepstakes giveaway. All you need to do is buy Liquid Death drinks, text your receipt, and each purchase is an entry (up to 400 total). Just another Tuesday. Liquid Death openly admits that this giveaway is a '90s throwback to a somewhat notorious ad campaign commercial from a major beverage company. I did some research and found that in 1996, Pepsi ran a TV ad where viewers that bought Pepsi beverages and merchandise could win prizes. The largest prize included a Harrier Jet --- at 7 million points as seen on TV. But as CBS news reports, one viewer, 21-year old business student John Leonard, read the fine print and purchased Pepsi points at 10 cents each. He "quickly did the math" and "convinced five well off investors to give him the $700,000" to purchase the Harrier Jet. When Pepsi responded the commercial was a joke, legal action was taken. But he lost. Ugh. Why do I love this campaign so much? It's a major bada$$ move that grabs your attention. But in a good way. And if I had to put my finger on it, I'd point out: 👉 They know their audience well: not just the 21-year old male business variety but thrill seekers alike. Anyone who wants to participate in the excitement, notoriety and stun value. In a CPG category of water beverages, Liquid Death keeps standing out. 👉 They establish trust. One way to reinforce trust? Point out a competitor fault and openly state that you're not like them. Viewers are not being lied to; you will get the jet prize if you win (and a hangar for 6-months, a year supply of Liquid Death for dehydration, a helmet and a personal favorite: a cockpit cup holder 🤣). Check out the FAQs where the first question: "Is this a joke?" response is, "This is 100% real. You won't have to take us to court to get a jet." If a mic could drop, it would. At a time when we have AI updates left and right, new EVs, rising gas prices (and cost of living) and limited attention, Liquid Death does their own thing. Hey, win a L-39 Aero Jet; in fact, we'll even help you store it for half a year. Gamification and notoriety paired so well with their brand ethos to be a bada$$ and go live your awesome life. What a way to stand out; major applause all around.👏 CBS News Source: https://lnkd.in/eUSrJ6pQ Entry: https://lnkd.in/e2ajmKfm source: https://lnkd.in/eUSrJ6pQ https://lnkd.in/eCWjaU4M
