Branded to death.

As weird as this title sounds, I promise it will make sense.

Electrolit, produced by PiSA Pharma, is an electrolyte drink brand well-established in the LATAM market. Although their brand name is highly recognizable, some might argue that its packaging could benefit from a bit more visual appeal. Despite this, Electrolit's packaging serves as a clear reference for every new electrolyte product. This raises a simple yet excellent question: Why?

Understanding why a product is the most consumed, we need to contextualize the brand's origins.

Similar packaging within electrolyte brands

A brand born of science

Electrolit was originally developed during the cholera epidemic that hit Mexico in the 1950s to provide a hydrating beverage to help children suffering from dehydration caused by the disease. Its creation was driven by a public health need to combat the deadly effects of cholera, which claimed many young lives during that epidemic.

Since its inception during the cholera outbreak, Electrolit's brand core has been rooted in improving lives by scientifically hydrating the body. Its original mission was to help combat dehydration, especially in vulnerable children. But Electrolit's formula proved widely effective for hydration in all people, not just the sick.

Original Electrolit bottle - Electrolit website

While the packaging remains plain, the hydration solution inside has decades of refinement and real-world impacts behind it.

The product's popularity and success are not just because of marketing efforts but also because it has a defined purpose for its existence. Electrolit's straightforward branding reflects this authentic mission of hydrating the body through scientifically-developed electrolyte therapy. Its’ success demonstrates the power of having a strong brand core.

STOP RELYING ON THE AESTHETICS

I'm calling brand core the statement that explains why a brand or product exists. The authenticity of this statement is crucial for the brand's success. Everyone involved in the brand should have a deep understanding of the brand's true motivation for its existence. This motivation could be to save hundreds of lives or to make hundreds of dollars. The key is authenticity.

Would Electrolit partner with Liquid Death to release a co-branded product?

Hard to see.

A HEAVY BIRTH

Liquid Death is a young canned water company that has gained popularity recently for its irreverent and humorous branding. According to their website, they say their "evil mission is to make people laugh and get more of them to drink healthier beverages more often, all while helping to kill plastic pollution." We can call this mission their brand core as it is the statement that indicates why the brand exists.

The brand originated from stories that members of a heavy metal band shared with Mike Cessario, the CEO of Liquid Death. They revealed that during their concerts, they preferred to drink water to stay hydrated while performing. However, they were only allowed to drink water backstage. Onstage, they could only consume the sponsor's energy drink.  Seeing an opportunity, Mike Cessario decided to create a water brand specifically targeting heavy metal fans.

Could Liquid Death put an electrolyte beverage on the market?

Definitely, yes.

Liquid Death water can - Liquid Death webpage

HYDRATING TO DEATH

Well, they can sell any product as long as it doesn't really kill you. In fact, they can sell any drink even if it's not in a liquid form, as they have already started to sell an electrolyte powder mixer. Yet, this new product is coherent within their brand core - "...to make people laugh..."

At first, it seemed like a stupid product with an equally stupid advertising campaign that made me laugh, which then made me want to really buy it. This is a testament to the power of a strong brand identity. While it may not necessarily lead to product success, it does increase brand awareness

Liquid Death Electrolyte Death Dust - Liquid Death / YouTube

Can Electrolit sell any drink? Well, yes, but no. Their core brand is strong, but the naming does not follow it. They can sell any drink as long as it makes you feel better, but its name won't let them, as it would be odd to sell, let’s say, an Electrolit Plain Bottled Spring Water if such a drink doesn't even have electrolytes. That doesn't make sense.

If PiSA Pharma were seeking to sell more drinking products, they would need a new brand, like Unilever with “millions” of brands in its portfolio. So I ask, who loves a Unilever brand? I don't. But hey, they are making lots of money.