When it comes to viral marketing, there are stunts, and then there’s Liquid Death. The canned water brand, known for its edgy branding and relentless creativity, pulled off one of the boldest marketing moves of 2024: a giveaway for a real fighter jet.

So, how did this unlikely collaboration between premium water and military machinery come to life, and what can we learn from it?

1. The Campaign Design

Liquid Death’s offer was simple, yet almost too wild to believe. All fans had to do to enter was buy a can of Liquid Death, snap a picture, and post it. Just like that, they’d be entered to win a fighter jet. Naturally, the internet exploded. Launch videos and teaser content racked up a staggering 12.4 million impressions across TikTok and Instagram, captivating fans and getting a pat on the back from the marketing community.

This campaign was a clever nod to a pop-culture relic from the '90s: Pepsi’s infamous "Harrier Jet" promotion. Back in the day, Pepsi ran a campaign offering customers the chance to win a fighter jet in exchange for Pepsi Points. However, Pepsi was ultimately unprepared to deliver on the promise, leading to a legal saga and cultural infamy. Liquid Death, true to form, took this tongue-in-cheek legacy and reimagined it for the digital era, showing how a nod to nostalgia, paired with a clever twist, can ignite online excitement.

2. Viral Marketing: More Than Just a Campaign—It’s a Strategy

Liquid Death isn’t just any water brand. They’ve cracked the code on making even a "boring" product like canned water look badass. Their marketing is unapologetically bold, self-aware, and deliberately shocking, designed to make people sit up and take notice. It’s about creating moments so captivating that they practically demand people talk, share, and engage.

Triple-digit revenue growth for three years in a row speaks volumes about the success of this strategy. But Liquid Death’s genius isn’t just in getting attention—it’s in generating meaningful, lasting brand engagement. Viral moments like the fighter jet giveaway position Liquid Death as a brand that’s about more than hydration; it’s an experience, an attitude, a statement.

3. Think Big, Act Big, and Get Big

So, what’s the takeaway? You don’t need an exciting product to do exciting marketing. Even the most "ordinary" products can create groundbreaking moments if you’re willing to think outside the box. Liquid Death didn’t need to reinvent the water; they just had to reinvent the way we think about it.

The secret is to think big—bigger than the product, bigger than the brand itself. Bold campaigns that tap into cultural references, nostalgia, or humor can engage audiences in ways traditional advertising cannot. And when these campaigns go viral, the impact can be enormous, elevating the brand from merely a product to a cultural phenomenon.

Actionables from Liquid Death’s Playbook

Liquid Death’s marketing approach offers powerful lessons for brands and creators everywhere:

• Be Fearlessly Bold: Don’t be afraid to go big, even if your product is simple.

• Leverage Pop Culture: Nostalgia, parody, and familiar stories have the power to connect across generations.

• Make People Talk: Viral moments are created when people can’t help but share what you’re doing.

In a world where attention is the most valuable currency, Liquid Death has proven that bold moves lead to big rewards. The fighter jet giveaway wasn’t just a marketing campaign; it was a cultural moment. And by embracing this ethos, any brand—regardless of product—can make a splash. Just think big, act big, and watch your impact grow.

Ready to make waves? Start thinking like Liquid Death.