When Liquid Demise, the edgy, death-metal-themed water model that took American social media by storm, introduced it was pulling out of the UK market, advertising Twitter(X) erupted with sizzling takes.
Was it the irreverent branding that didn‘t join with British sensibilities? Or proof that even viral advertising can’t assure product success?
Based on behavioral science professional Phil Agnew, the reply is extra nuanced.
1. Who Wants Premium Water?
Within the UK, faucet water is not simply acceptable, however some extent of pleasure. Scottish faucet water is famously glorious, and lots of Brits are genuinely happy with their municipal water high quality.
The chilly local weather creates one other distinctive problem: water comes out of pipes already refreshingly chilled. This pure benefit eliminates one key promoting level of bottled water — coldness — earlier than the advertising battle even begins.
“The concept that you’ll splash money on one thing you may get free of charge out of your faucet is kind of exhausting for lots of Brits to swallow,” Agnew explains.
2. The Advertising-Habits Mismatch
Individuals within the UK fall into two camps: loyal faucet water drinkers, or price-sensitive bottled water consumers. Asking both group to purchase premium canned water was combating deeply ingrained habits.
As Agnew factors out, when Crimson Bull got here to market, they weren’t asking individuals to drink soda for the primary time. However Liquid Demise was attempting to get Brits to purchase canned water, one thing they simply don’t do.
This problem was compounded by a channel mismatch. Liquid Demise‘s social media prowess didn’t align with UK buying habits. Brits do not buy water on-line. They seize it at shops whereas purchasing for different gadgets.
“There’s one thing barely perverse in attempting to promote it on-line when the sale level is definitely in individual,” Agnew notes.
3. No One’s Consuming The Kool-Help (or Water)
Regardless of killer advertising that made the model stand out in a “sea of sameness,” UK-based Agnew factors out an important flaw: “I’ve not seen a single individual consuming Liquid…
