The trend for irreverent masochistic marketing to sell drinks, which uses gallows humour to subvert norms to stand out, is gaining momentum.
A new wave of masochistic marketing is sweeping through the beverage industry, using irreverent humour and bold challenges to stand out in a crowded market. From Liquid Death’s viral stunts to BrewDog’s Punk IPA rebellion, this edgy strategy is capturing the attention of younger consumers—especially Gen Z, who are tuning out traditional ads in favour of something more provocative.
Key Points:
- Edgy Branding Success: Liquid Death, which subverts traditional bottled water marketing with dark humour and forbidden imagery, has seen triple-digit growth, earning $263 million in global sales.
- Trend Origins: The macabre marketing approach harks back to Brewdog’s disruptive campaigns in the early 2000s and New York’s Death Wish Coffee, which catapulted from a small shop to a Super Bowl commercial.
- Appealing to Gen Z: With Gen Z largely immune to traditional marketing, brands are tapping into their love for spicy, challenging, and irreverent content that stands out, fueling viral social media trends like food challenges on TikTok.
- Spicy Flavors on the Rise: The fascination with bold, spicy flavours is expanding across the food and beverage sectors. Diageo and PepsiCo both report significant consumer demand for spicy offerings, with North American sales of Flamin’ Hot products up 31% in 2023.
- Impact on Culture: The darker, more daring marketing reflects a post-pandemic cultural shift toward shock value and excitement, with many consumers seeking something bolder in their food, drinks, and social experiences.
Masochistic marketing’s dark humor and daring challenges are here to stay, as brands embrace a strategy that resonates with younger audiences hungry for excitement and novelty. With its growing success, the trend could reshape the way companies approach consumer engagement for years to come.
