Marketing Currents - Business and Marketing Current Events

Liquid Death is giving away a functional $400,000 fighter jet—or a briefcase full of $250,000 cash


Liquid Death has built a $1.4 billion brand by being as eye-catching as possible. Its latest marketing stunt is taking things to the next level.

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Discussion Questions:

  1. What is publicity?
  2. Why is publicity important to a brand like Liquid Death?
  3. Why is it important to manage publicity surrounding the brand?
  4. What is a publicity stunt?
  5. Based on what you learned in this story, describe this publicity stunt from Liquid Death.
  6. What type of business is Liquid Death? According to this story, how did it build its $1.4 billion brand?
  7. How does Liquid Death’s marketing strategy differ from traditional approaches to promoting water brands?
  8. Are there any risks or disadvantages to this strategy?
  9. What is a target market?
  10. Who might represent the target audience for Liquid Death?
  11. How does that explain its brand marketing strategy?
  12. Discuss the role of humor in Liquid Death’s marketing campaigns. How does humor contribute to brand awareness and customer engagement?
  13. Why would Liquid Death give away a fighter jet?
  14. What is positioning?
  15. How would you describe Liquid Death’s positioning strategy?
  16. How does this publicity stunt fit the brand’s positioning strategy?
  17. Consider the legal and logistical challenges of running a contest like the fighter jet giveaway. Based on what you learned from this news story, how does Liquid Death address these challenges?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.