These brands don’t make sense on paper and still bring millions of $$$
Most brands try to win by following category best practices. These brands won by ignoring them.
Oatly looked at milk alternatives and decided they didn’t need to whisper about health — they could be loud, opinionated, and culturally relevant. Liquid Death took the most boring product on earth (water) and sold it like an entertainment brand. Dollar Shave Club realized razors weren’t premium, they were just overpriced and inconvenient.
They didn’t start with better features or bigger budgets. They started by questioning why the category worked the way it did.
When diving deeper into Liquid Death’s marketing success, it’s clear that creativity and boldness were key. Unlike typical water brands that emphasize purity or health benefits, Liquid Death made hydration edgy and fun, selling it like a lifestyle brand. This approach not only grabbed attention but also built a passionate community around what many saw as a mundane product. Similarly, Oatly disrupted the dairy alternative market by adopting an outspoken tone, focusing on culture and ethics rather than just nutritional content. Their witty packaging and unapologetic messaging engaged consumers looking for brands with personality and values. Dollar Shave Club’s breakthrough came from directly addressing common frustrations with razor pricing and complexity, combined with a humorous video campaign that went viral. Their success underscores how questioning category assumptions—like what makes a razor 'premium'—allows brands to resonate more authentically with everyday consumers. These stories show that breaking away from conventional strategies isn’t just risky—it’s a powerful way to connect with modern buyers seeking authenticity and entertainment alongside product quality. For marketers and entrepreneurs, the lesson is clear: don’t just improve features; rethink the entire category narrative.