Why Negative Branding Works (and When It Doesn’t)
Negative branding is a huge trend right now.
You know, those brands that throw two fingers up at the status quo. They’re loud, a bit rude, maybe even slightly unhinged.
But somehow, they get people talking, and more importantly, buying.
The poster child? Liquid Death.
A water brand that looks like it belongs on a shelf next to beer and pre-workout. Their slogan is literally Murder your thirst.
Sounds intense for a can of water, right? But it’s genius. They’ve taken something pure and boring (water) and made it chaotic, rebellious and funny.
And the kicker? It works. Not because they’re trying to be edgy for the sake of it, but because they understand their audience. They’re not talking to wellness mums sipping green juice at yoga class. They’re talking to the tattooed, the ironic, the festival goers, the people who hate being sold to, but still want to be healthy.
And sometimes, that unexpected twist is exactly what works.
Take wellness, for example. Most of the branding out there is soft, gentle, and pastel. It’s calming and aspirational, but not always approachable.
Now imagine you’re a tradie. You’re actually into wellness, you’ve started hitting the gym and swapping pies for protein snacks, but you’re not about to rock up to the job site with a sparkly can of collagen soda or some sleek branded detox water. The boys would rip into you before you even open the esky.
(Misogyny is a problem for another day)
But what if that same healthy drink came in a rough-as-guts black can, with branding that looked more like an energy drink or a craft beer? Suddenly it’s not embarrassing, it’s a vibe. You’re still making the healthy choice, but in a way that fits your world.
That’s where negative branding shines. It takes the unexpected route and meets people where they’re at.
So should every brand go rogue?
Short answer: lol no.
Not every business needs to be controversial or rebellious. But you do need to know your audience inside and out. Because bold branding only works when it resonates with the right people.
Here’s when negative branding can be powerful:
Your audience is sick of the same old, same old
You want to shake up a stale industry
You’re speaking to a group who wants to rebel, even just a little
You’re clear on your values and ready to go all-in with consistency
And here’s when it probably won’t land:
You’re doing it just to follow a trend
Your audience is more conservative or easily alienated
It clashes with what you’re actually offering
You’re not ready to ride the wave when people get mad
(because someone will)
The wrap-up?
Being bold doesn’t mean being reckless. Negative branding can be clever, strategic and wildly successful, as long as it still speaks to the right people. Whether it’s water in a can threatening murder, or a healthy drink in disguise, the magic comes from knowing your audience and building a brand that fits their world.
At Chaos Agency, we love building brands with bite. Whether you want to push the envelope or just flip the script a little, we’re here to help you do it with brains and attitude.
Ready to cause a bit of a stir? Let’s chat.