The Atlantic explains why ‘🔗 It’s a canned-water company now worth $1.4 billion - of Course America Fell for Liquid Death

(See of it is behind a paywall - but Apple users can read it in full 🔗 here)

You can think of Liquid Death as the apotheosis of meta-advertising. It doesn’t just say Forget the product for a moment while you watch this ad. It dispenses with the product entirely. The advertisement is the product. What Liquid Death is selling is not so much purified water as purified marketing, marketing that has shed its product—the soul without the body.