Kill what? Kill the thirst, like its slogan ‘Murder your thirst!’

Then who might die? Previously, consumers might have to die if they continued to consume water from plastic bottles. Even though they can be recycled, they are recycled at a very low rate due to high costs and safety constraints that are still in the testing phase. This results in most plastic bottle waste often becoming environmental hazards in the end. 

But!!! Liquid Death comes to communicate with us that we must fight against the death caused by those plastic bottles by choosing environmental-friendly packaging like aluminium cans. It’s like we’re killing plastic by gradually reducing its usage.Compare with plastic bottles, aluminium cans can be recycled more easily because they are made from a mono-material or a material that doesn’t contain other types of materials that need to be separated before the recycling process. This leads to a higher recycling rate and a higher proportion of aluminium used in recycled content production of new aluminium cans. While it may not be 100%, it is still higher than other packaging materials. For example, European countries like Germany, Switzerland, and Norway, which are environmentally conscious, have recycling rates for aluminium cans of over 90% and an average recycled content of around 70%

The brand Liquid Death began as a startup that raised funding to offer aluminium canned water. It might seem ordinary if they didn’t present a genuine and clear mission to address environmental issues, along with a distinctive brand identity characterized by a strong punk rock and heavy metal influence, which is a straightforward and counter-cultural approach. This aligns with the personal preference of Mike Cessario, the founder of Liquid Death. In the early stages, they managed to raise an impressive $10 million in funding all at once.