Campaign Review of Liquid Death Video Advert

1. Design:

– Findings: The video features a vibrant and energetic design that utilizes bright colors and engaging visuals, aligning with the brand’s identity of refreshment and fun. The aesthetic has a modern and slightly edgy vibe, appealing to a younger demographic.

– Improvements: The pacing of the visuals could be adjusted to allow viewers a moment to process each element, as current fast cuts might overwhelm some viewers.

2. Messaging:

– Findings: The messaging is witty and humorous, centering around the playfulness of drinking water during pregnancy. It simultaneously promotes the product and brings an element of surprise and absurdity with the keg concept, creating a memorable narrative.

– Improvements: While humor plays a significant role, the message could more directly emphasize health benefits as a non-alcoholic beverage option. This could help target a wider audience concerned with health.

3. Target Age:

– Findings: The primary target age appears to be between 18 and 35 years old, given the vibrant design and humorous content that resonates more with young adults.

– Improvements: It might be beneficial to consider extending messaging or design elements that appeal to families or parents slightly older than this range.

4. Target Gender:

– Findings: Primarily female, given the focus on pregnancy and maternal discussions, although the humor may attract both genders.

– Improvements: Balancing the narrative to include male perspectives in the conversation about drinking non-alcoholic beverages could widen appeal.

5. Digital Media Suggested Platforms:

– Findings: The ad is well-suited for visually-driven platforms such as Instagram and TikTok, where engaging and humor-driven content excels. Additionally, YouTube would be effective for a longer narrative.

– Improvements: Exploring partnerships with parenting or health-related blogs and influencers could reach more targeted audiences via Facebook and Meta’s platforms.

6. Engagement Likelihood to be Shared:

– Findings: The humor and unexpected scenarios create a high likelihood for sharing, particularly amongst social media users who enjoy relatable or humorous content.

– Improvements: Encouraging user-generated content through challenges or contests could increase shareability.

7. Brand Perception:

– Findings: Liquid Death’s branding strategy promotes a unique and bold identity. The humorous and edgy tone reinforces a positive image, especially among the target demographic.

– Improvements: Addressing any potential criticism regarding the portrayal of drinking while pregnant could enhance perception as socially responsible.

8. Sales Spike Likelihood:

– Findings: Given the relativity and humor in the advertisement, alongside an effective call to action, there’s potential for significant sales spikes following the ad release, particularly for special editions.

– Improvements: Ensuring availability and pricing strategies are aligned with promotion to maximize the impact on sales.

9. Expected Overall Ad Effectiveness for the Target Audience:

– Findings: The ad will likely be very effective for the target audience, resonating through humor and unique messaging while generating interest in the product.

– Improvements: More explicit tie-ins to the product’s benefits and consumption in non-humorous contexts could improve effectiveness further, ensuring inclusivity.

Conclusion:

Overall, Liquid Death’s advertising campaign effectively captures attention through engaging design and relatable messaging. While there are areas for improvement, particularly in messaging diversity and product promotion, the core elements are designed well for the target market. Emphasizing health benefits, adjusting pace for design comprehensibility, and leveraging social platforms strategically could enhance both reach and effectiveness.