Buzzy upstart nonalcoholic
beverage brand Liquid Death is coming for another category -- and another fundamental state of matter.
The company, founded by art director and creative director Michael Cessario -- who served
stints with agencies including CPB, Doner LA, and VaynerMedia -- announced the release of Death Dust. The electrolyte drink mix, initially available for sale on Amazon, launches with three
flavors given names in line with Liquid Death’s familiar tongue-in-cheek branding: Severed Lime, Mango Chainsaw, and Convicted Melon. Liquid Death is positioning the product as a way to recover
from a hangover or tough workout.
The brand brought the concept further to life with a mock horror-themed video showing the
product (poured directly into a can of Liquid Death’s flagship canned water) reviving seemingly zombie-fied humans. The tagline: “You're not a zombie, you’re just dehydrated.”
It was created by the in-house Death Machine team.
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Liquid Death is once again entering a category with competition from some of the world’s largest companies with the release. A 2022
Grand View Research report predicted the flavored powdered drinks category would grow at a rate of 3% annually through 2030. Coca-Cola’s BodyArmor launched its Flash I.V. Hydration Boosters
hydration powder product last September. Others have a more established presence in the category: fitness drink brand Celsius entered it back in 2018. while PepsiCo’s sports drink goliath
Gatorade has had a powdered drink mix since 2010.
Death Dust’s debut follows the company launching its line of iced teas last March. The company claims it achieved sales growth of over
triple digits for the third consecutive year last year, earning it a status as the “fastest growing top brand” in both the water and tea categories. Liquid Death’s unique branding
and marketing strengths includes a commanding social media presence, with the company claiming it’s the third most followed beverage brand globally on Instagram and TikTok.