That is when we lean forward towards a screen to see what is going on, and we become interested. But when that feeling of 'I think I've seen something like this before' mixes with the feeling of 'wait for a second this is something totally different from what I expected' a silver lining appears. Unless it has some other visual or comedy factors that make the clip interesting, viewers wouldn't care much about it. On the other hand, if the video is just strange, crazy, and it does not establish a point of resonance, people are uninterested, and they don't resonate with the clip. If people see just another (for example social experiment) video, they are likely to get bored and be uninterested. The combination of mixing something known with something unknown has worked for many brands and it relies on a simple principle. This team is on the lookout for low-cost and high-return marketing opportunities and it shows. The key takeaway here would be, that when we see formats working extremely well for other channels, we should take a note, and respond quickly. Just like Zara's well-known strategy and differentiating factor is the speed of adopting new trends in their merchandise faster than other retailers. This type of quick response allows the brand to capitalize on existing trends and make them their own. By no means is it the same, the content is very different and stands out from other mentioned examples, but it was built with an understanding of why those other formats are working. This means that someone in the marketing team realized/analyzed how well the format was performing, decided to use it with a twist, and make it work for Liquid Death. Even in the editing, we can see a lot of similarities. This video has a resemblance to YouTube video formats shot by Jubilee, Cut, Buzzfeed, and recently other smaller channels, with social experiments, people try this or that and other ideas. This video was released recently and it points out one thing about the marketing team - they pay attention to the trends. But the willingness to take the risk of being possibly offensive and entertaining, allows the brand to capture much more attention per marketing dollars. Those kinds of risks are a good fit for the brand and this is where it lives, more action, and more entertainment, while other big-corp-owned water brands prefer to live in a quiet space, where a large budget gets the job done. The bottom line is that Liquid Death is willing to take the risk and walk the line, while other brands would rather keep using tried and tested safe formats. In a recent interview, the founder of the Liquid Death talks about the need to maintain the edge - '5 degrees one way and it's totally lame, 5 degrees another way it's too distasteful and people won't laugh at it.' What I mean by the edge is that it is not just edgy, it has positioned itself in a way where it has to maintain a balance between being too extreme and being not extreme enough and this is why Liquid Death is 'Livin' on the Edge'. This is one of the first videos released by the brand, and it screams one word - EDGE

Case of liquid death