When Liquid Dying, the edgy, death-metal-themed water model that took American social media by storm, introduced it was pulling out of the UK market, advertising and marketing Twitter(X) erupted with scorching takes.
Was it the irreverent branding that didn‘t join with British sensibilities? Or proof that even viral advertising and marketing can’t assure product success?
In accordance with behavioral science knowledgeable 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 delight. 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 and marketing battle even begins.
“The concept that you will splash money on one thing you will get free of charge out of your faucet is kind of onerous for lots of Brits to swallow,” Agnew explains.
2. The Advertising and marketing-Habits Mismatch
Folks within the UK fall into two camps: loyal faucet water drinkers, or price-sensitive bottled water patrons. Asking both group to purchase premium canned water was preventing deeply ingrained habits.
As Agnew factors out, when Pink Bull got here to market, they weren’t asking individuals to drink soda for the primary time. However Liquid Dying was making an attempt to get Brits to purchase canned water, one thing they only don’t do.
This problem was compounded by a channel mismatch. Liquid Dying‘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 making an attempt to promote it on-line when the sale level is definitely in particular person,” Agnew notes.
3. No One’s Consuming The Kool-Support (or Water)
Regardless of killer advertising and marketing that made the model stand out in a “sea of sameness,” UK-based Agnew factors out a vital flaw: “I’ve not seen a single particular person consuming Liquid…