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Episode 36 Liquid Death: The Power of Smashing Category Norms

In this episode, we take a look at the behavioral principles that empower Liquid Death and its entry into the American market with a distinctive style.

Episode Highlights

Axeman Ad

Liquid Death uses the axeman mascot which is showcased as murdering thirst.

Von Restorff Effect

The effect that makes the most distinctive thing in a group the most memorable. In a list of animals, if 9 are animals and one is a piece of furniture, you're more likely to remember the furniture than the animal.

Mere Exposure Effect

Theorized by American-Polish psychologist, Robert Zianch - The Mere Exposure Effect is the effect of frequency that drives appreciation. When people see something more, they are more likely to grow affinity or liking to it.