The hook. Real hate comments pulled from the brand's own social feeds, set to death metal, released in May 2020 as an actual album called Greatest Hates. The insults are the lyrics, verbatim. A second volume, this time punk, followed in November 2020.
Why it works. Every brand gets trolled. Most delete the comments or write a careful reply. Liquid Death treated them as free copywriting, because the insults restate the brand's entire bit: it is absurd to sell water in a tallboy, and the brand agrees harder than the trolls do. Turning critics into unpaid lyricists flips the status game. The hater becomes content, the fans share it because it is entertainment rather than an ad, and the next wave of hate arrives pre-monetised. It is community marketing with the polarity reversed: you do not need everyone to love you, you need the people who do to have something to send their friends.
Steal this. Screenshot your worst comments before you delete them, they are a free focus group and occasionally free creative. If your brand has a joke at its core, let critics complete it for you. And publish where fans already hang out, on streaming and YouTube, not in a paid slot.
Campaign by Liquid Death, 2020. Documented on Wikipedia.