Water branding has officially gone off the rails
![Water branding has officially gone off the rails](https://images.fastcompany.com/image/upload/w_1280,q_auto,f_auto,fl_lossy/wp-cms-2/2024/05/p-91115105-what-is-happeneing-to-water.jpg)
With packaging that looks like beer and cigarettes, water is positioning itself as your next vice.
Last summer, a new beverage brand hit the market. Accompanying the product release was a two-minute promotional video with some eye-catching details: a man in a skull mask cracking open a cold one to some death metal, a bikini-clad woman emerging from a lagoon in front of an industrial plant, and some seemingly intoxicated shenanigans in a kiddie pool. But the commercial wasn’t advertising beer, or liquor, or even hard seltzer. It was a campaign for Bloody Water, a canned water brand.