In your opinion, do you think a new product does better when it comes with brand novelty or when an established brand releases it? I can tell this soda from Liquid Death will do really well, even though I tried them and they taste pretty awful.

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Even if it comes from established brand novelty, if the product is bad, it won't do well.

This lesson can be learned with OK Soda. They hired the hottest Gen-X artist of the time (Daniel Clowes) to create the brand work and the hottest ad agency of the time (Wieden+Kennedy) to do all the strategy and marketing work, but in the end, the product flopped hard because, in the end, the product was terrible.

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Honestly, I think it depends on why people are buying. Brand‑new names get that “what’s this?” curiosity bump, but established brands get instant trust and shelf space. With something like Liquid Death, the whole thing is the vibe and branding, so even if the soda is mid, people will still try it because it feels cool to be seen holding it.

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