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 Twitter(X) erupted with scorching takes.
Was it the irreverent branding that didn‘t join with British sensibilities? Or proof that even viral advertising can’t assure product success?
In line with 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 satisfaction. Scottish faucet water is famously wonderful, and plenty 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 thought that you’ll splash money on one thing you may get without spending a dime out of your faucet is sort of arduous for lots of Brits to swallow,” Agnew explains.
2. The Advertising and marketing-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 folks to drink soda for the primary time. However Liquid Dying was attempting 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 conduct. Brits do not buy water on-line. They seize it at shops whereas searching for different gadgets.
“There’s one thing barely perverse in attempting to promote it on-line when the sale level is definitely in particular person,” Agnew notes.
3. No One’s Ingesting The Kool-Assist (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 particular person ingesting Liquid…
