CASE 014 / BRANDING
WHY DA F DID
LIQUID DEATH
WORK?
How canned water escaped the commodity trap by behaving more like entertainment than hydration.
OPEN CASE ↗FUCKING
MARKETING...
A media project about the strange, clever, stupid and brilliant things brands do to make humans care.
Marketing is fucking fascinating.
WHY DA F
DID IT WORK?
DID IT WORK?
YOU'RE BEING MARKETED TO ↓
The supermarket is designed to make you forget why you came in.
Milk at the back. Eye-level shelves. Tiny impulse buys by the till. None of it feels dramatic — which is exactly why it works.
Read the breakdown ↗
001
FUCKING MARKETING / LATEST STORY
LATEST FUCKING THINGS
Not tips. Things worth noticing.
WHY DA F DID
“
Most marketing isn't ignored because it's bad. It's ignored because it feels exactly like marketing.— A THOUGHT WORTH TESTING
OPINION / CREATIVE
Ugly ads keep winning.
Polished can signal “advertisement” before the message even lands. Native-looking creative often buys you an extra second.
READ ↗THE LANDSCAPE / SEP 2026
WHAT ACTUALLY
CHANGED?
AI. Search. Social. Creator media. The handful of changes worth giving a shit about.
GET THE BRIEF ↗ RECURRING SHOWS
Same industry. Better questions.
DON'T BUILD A FEED.
BUILD FORMATS PEOPLE RECOGNISE.
01
WHY DA F DID IT WORK?
The ideas that shouldn't have worked — but did.
↗
02
FUCKING GOOD MARKETING
Campaigns worth studying instead of just liking.
↗
03
WHO APPROVED THIS SHIT?
Bad ideas, missed context and expensive mistakes.
↗
04
THE LANDSCAPE
What changed. What matters. What probably doesn't.
↗
THE UNNECESSARILY SERIOUS MANIFESTO
The swear gets the glance.
The thinking earns the follow.
We are not here to make marketing sound smarter than it is. We're here to make it more interesting, more observable and more useful.
Actual examples. Original tests. Better questions. Fewer recycled carousels pretending to be insight.
THE FUCKING LAB
Don't repeat the advice. Test the shit.
TEST 001NEXT
€97
VS
€100
Does charm pricing still move conversion when everybody knows exactly what we're doing?
TEST 002IN PROGRESS
DOES
SWEARING
SELL?
SWEARING
SELL?
Same offer. Same creative. One version swears, one behaves. Let's see what attention actually does.
TEST 003QUEUED
UGLY
VS
POLISHED
Does deliberately rough creative beat the clean agency version when the audience is cold?
THE FUCKING MARKETING EMAIL / ONCE A WEEK