Taste: The secret ingredient - Basic Arts

A client and I were recently analysing the surprising success of the canned water brand Liquid Death, now valued at over $700 million. In case you’re not familiar with it, Liquid Death is notable because the entire brand is essentially one big joke – it’s water (obviously a pure and healthy substance), presented in a “dangerous” heavy metal kind of... See more

not many brands are built wholly on irony in this way – however perhaps they should be, given how meta and self-referential popular culture has become.