Anti-Marketing: Lessons from Liquid Death and Oatly
It pays to be bold!
In a saturated market where consumers are bombarded with countless advertisements daily, standing out isn't just an advantage—it's a necessity.
Enter Liquid Death and Oatly, two brands that have not only captured attention but have rewritten the marketing playbook.
Their secret? Embracing the unconventional with fearless creativity.
Let's dive into how these brands have leveraged anti-marketing and audacious campaigns to build empires, and how you, as a marketing manager or business owner, can apply these techniques to your own strategies.
Liquid Death: Turning Negativity into Viral Gold
Liquid Death isn't your average bottled water company. They've carved a niche by infusing humour and audacity into their branding. In 2023, they took a negative online comment—"I'd rather lick sweat off a fat guy's back than drink Liquid Death"—and transformed it into a hilarious and engaging marketing campaign.
In their advertisement, they conducted a mock taste test called the "Better Than Back Sweat Official Taste Test." Real participants were invited to compare Liquid Death with an unconventional alternative, poking fun at the original comment.
The result? A viral sensation that not only entertained but also showcased the brand's fearless approach to marketing.
Key Takeaways:
Embrace Criticism: Instead of shying away from negative feedback, turn it into an opportunity. Address it head-on with creativity and humour.
Fearless Storytelling: Don't be afraid to push boundaries. Bold narratives can capture attention and differentiate your brand.
Engage Your Audience: Involve real people to add authenticity. User-generated content or participation can enhance trust and relatability.
Oatly: The Art of Anti-Marketing
Oatly, the plant-based milk alternative brand, took anti-marketing to new heights. CEO Toni Petersson made a bold move by disbanding the traditional marketing team, focusing instead on pure creativity aimed at capturing attention without the typical constraints.
One of their standout strategies was launching a website titled "F*ck Oatly," a repository of criticisms and complaints about the brand. By openly showcasing lawsuits, negative TikToks, and sceptical opinions, Oatly positioned itself as a transparent and fearless brand that doesn't shy away from controversy.
Key Takeaways:
Authenticity and Transparency: Consumers crave honesty. By openly sharing criticisms, you build trust and show confidence in your brand.
Broad Targeting: Oatly didn't limit itself to a niche audience. By appealing to everyone—from meat lovers to vegans—they expanded their market reach.
Anti-Marketing Strategy: Sometimes, the best way to market is to appear as though you're not marketing at all. This approach can make your brand more relatable and less intrusive.
Practical Tips for Applying These Techniques
As marketers, it’s time to take a page out of the Liquid Death and Oatly playbook and deliver real, authentic content that resonates with your audience. Here’s how you can do just that, with practical tips based on their winning strategies.
1. Embrace Controversy and Boldness Like Liquid Death
How You Can Apply This: Marketing managers and business owners tend to shy away from controversy. But here’s the thing: controversy, if handled right, can humanise your brand.
Take negative reviews or comments, and instead of ignoring them, embrace them. Flip them on their head and use humour to your advantage. This shows your audience that you’re not only listening, but you’re confident and comfortable enough to have a laugh at yourself.
The key here is to show that you’re not afraid of criticism—in fact, you welcome it. And for video content? Nothing is more viral than something that feels risky yet authentic!
2. Leverage Anti-Marketing Like Oatly
How You Can Apply This: Whether you're a B2B or B2C business, stop trying to be perfect. Consumers today—especially in industries with more discerning buyers, like tech or hospitality—value honesty over slick, polished ads (and we know this is ironic as a high end video production company saying this, but there’s a time and a place for cinematic productions).
In your video content, don’t be afraid to show your company’s mistakes or challenges. Being honest about your flaws makes your brand more relatable. In fact, you might even want to create a campaign around a common criticism or misconception in your industry. This “anti-marketing” approach builds trust with your audience by showing them you aren’t trying to pull the wool over their eyes.
Practical tip: Try creating a behind-the-scenes video that shows the raw side of your business—whether it’s challenges in your supply chain or hiccups in production. By being upfront about these issues, you’ll build a stronger, more authentic connection with your audience.
3. Inject Humour and Relatability into Your Video Content
Both Oatly and Liquid Death use humour and relatability as powerful tools to connect with their audiences. The genius behind their campaigns is that they aren’t trying to be everything to everyone—they know their audience, and they aren’t afraid to be bold, funny, or even a little irreverent.
How You Can Apply This: The idea of using humour in your marketing might feel risky—especially if your industry feels more “serious” (like finance or manufacturing). But humour, when done right, can set your brand apart. Start by identifying the common pain points your customers face, then turn those into a light-hearted video that makes them feel understood.
For instance, a B2B tech company could create a funny video about the everyday frustrations of outdated software, positioning your product as the refreshing, easy-to-use alternative. Or, in the construction industry, why not create a humorous ad about the unexpected issues that arise on job sites and how your product is the solution to keeping things running smoothly?
4. Go Broad and Speak to Everyone
Oatly doesn’t just focus on vegans—they market to everyone, even meat lovers. Their broad approach to targeting shows that you don’t have to narrow down your audience to be successful. In fact, appealing to a wide range of people while staying true to your brand can increase your reach and relevance.
How You Can Apply This: If you’re in B2B, don’t think that your content has to be dry or overly technical to appeal to your audience. Your video content should aim to entertain and inform, regardless of industry. Consider creating broader messaging that speaks not just to your direct buyers but to the people in their circles—think about all the decision-makers and influencers involved in a B2B sale.
For example, a food producer could create fun, engaging video content that speaks to both procurement managers and end consumers. Or, if you're in hospitality, make a video that appeals to business owners and also speaks to the staff who will be using your service. The key here is to understand that your message doesn’t have to be confined to a niche audience.
Reframe Negative Feedback:
Actionable Step: Monitor social media and online forums for criticisms. Brainstorm with your team on how to creatively address or incorporate these into your marketing.
Benefit: This not only shows that you're listening but also humanises your brand.
Cultivate Fearlessness in Campaigns:
Actionable Step: Encourage your creative team to think outside the box without the fear of failure. Host workshops that inspire innovative thinking.
Benefit: Bold campaigns are more likely to go viral and leave a lasting impression.
Leverage Humour and Relatability:
Actionable Step: Infuse humour into your content where appropriate. Create relatable scenarios that your audience can connect with.
Benefit: Humour enhances shareability and can make complex or dull topics more engaging.
Be Authentically Transparent:
Actionable Step: Share behind-the-scenes content, admit mistakes when they happen, and be open about your brand's journey.
Benefit: Transparency builds trust, a crucial component in customer loyalty.
Adopt an Anti-Marketing Approach:
Actionable Step: Evaluate your current marketing messages. Are they too salesy or generic? Try crafting messages that are candid and down-to-earth.
Benefit: An anti-marketing stance can make your brand stand out in a sea of traditional advertisements.
Engage a Wider Audience:
Actionable Step: Diversify your content to appeal to different demographics. Avoid pigeonholing your brand into a narrow market segment.
Benefit: Expanding your audience base increases potential market share and brand recognition.
Conclusion
The successes of Liquid Death and Oatly aren't mere coincidences; they're the results of daring to be different in a world that often plays it safe. By embracing criticism, fostering authenticity, and fearlessly pushing creative boundaries, they've not only captured market share but have also redefined industry standards.
As marketing managers and business owners, the invitation is clear: Step out of the comfort zone of conventional marketing. Whether you're in B2B or B2C, these strategies can be tailored to fit your brand's voice and audience. In a marketplace craving authenticity and engagement, will you dare to break the mould?
Need help creating video content that resonates? As a video marketing agency, we specialise in bringing bold, authentic strategies to life, just like Oatly and Liquid Death. Let’s work together to create something unforgettable for your brand.