Why we love this
Why we love this
This is the first (but definitely not the last) bit of Liquid Death copy in the swipe file.
And while lots of their other copy gets all the limelight, we're massive fans of this little bit of brand voice creeping in where other brands just have boilerplate.
Steal this for your brand
Let's get this out of the way: this chatty little checkbox is never going to move the revenue needle or 10X Liquid Death's conversions.
And yet, there's something we absolutely love about it.
Most brands use their brand voice for the stuff that feel like marketing. Hero sections, big OOH campaigns, revenue-driving emails... all the stuff that sells, in other words.
And then a completely different voice (or no voice at all) for the moments that feel like admin. 404 pages, unsubscribe flows, the dreaded GDPR checkbox...
Liquid Death don't make that distinction. To them, every word is an opportunity to build their brand and connect with potential customers.
Which is super smart, because research consistently finds that consistent brand voice across all touch points — including the unglamorous ones — increases purchase intent by 90% and brand perception by 68%.
Which makes sense, because customer journeys don't really exist in the old way anymore. In fact, research has found that the traditional linear funnel is dead. Customers now arrive through unpredictable digital signals, at any point, via any channel.
Which means any piece of copy could be somebody's first impression of your brand. The T&Cs checkbox. The unsubscribe page. A friend's order confirmation. Any of it.
Liquid Death write every word on every page as if it might be the one that makes someone a customer. That is the move worth stealing.
So here's the thing to nick: go through your customer journey and find every bit of boring functional copy. Is your brand voice showing up there? If you hide the rest of the page, would you know this was your brand?
If not, that's a massive opportunity.
Dial it up. Not to 11. Maybe not even to a 7. But sneak some personality in there. It makes a massive difference.
