The best marketing ideas are not data-driven.
They may be inspired by the data, but they do not logically flow from the data. Logical ideas are, for the most part, boring and simply don’t tend to work in the human arena because humans primarily process the world emotionally.
Great ideas are born from surprising associations between seemingly unrelated symbols, concepts, or, if you like, data points.
Dumb Ideas vs. Data: The Unexpected Winners in Marketing
Remember “New Coke”? Of course, you do—it’s the marketing world’s favorite cautionary tale.
In the 1980s, Coca-Cola decided to reformulate its flagship product in response to Pepsi’s growing market share. Based on extensive taste tests and data, the company concluded that consumers preferred a sweeter flavor, so they introduced New Coke.
The logic seemed sound: if people liked a sweeter taste, they would prefer New Coke.
However, the human response was anything but logical.
Consumers rejected New Coke, not because it tasted worse, but because it broke their emotional connection with the original Coca-Cola. The backlash was so intense that Coca-Cola had to revert to the original formula, rebranding it as “Coca-Cola Classic.”
Now, contrast that with Liquid Death.
Liquid Death is a brand of canned water—yes, water—that has gained significant attention for its bold, unconventional marketing. Unlike traditional water brands focusing on purity and health, Liquid Death embraces a rebellious, edgy persona, appealing to consumers through humor and shock value.
Their recent ‘Casket Cooler’ campaign, created in partnership with Yeti—known for its exceptional coolers that keep items cold much longer than competitors like Igloo—seemed absurd at first glance.
The Life-Sized Casket Cooler from Liquid Death x YETI (youtube.com)
The coffin-shaped cooler, of which there is only one, was open for bidding starting at $1,500. The bidding is now over $42,000… For a cooler in the shape of a casket… like a funeral casket.
…Liquid Death is making a killing… (sorry, couldn’t hold it in any longer or I was going to die… dang it, I did it again – sorry)
Let’s reemphasize the main point: Liquid Death didn’t seek to improve its product—its taste, color, or labeling—based on tangible data points; Instead, it focused on deepening the emotional connection between its product and its consumers.
Both companies sell canned drinks, but the outcomes of their marketing strategies couldn’t be more different. Coca-Cola’s data-driven approach aimed to improve the product, leading to one of the biggest blunders in marketing history.
Liquid Death’s wild creativity, on the other hand, focused on the emotional connection—demonstrating why forward-thinking marketing teams must dedicate a portion of their resources to testing wildly creative ideas.
Bringing the Wild Side to Your Trade Show Booth
The same creative approach that Liquid Death applied to its marketing can be seen in successful trade show booths. Of course, it doesn’t need to be so, er, your face, shall we say? It can be much more simplistic, so long as it fits your brand’s theme and personality.
Most booths are functional—clean, branded, and focused on driving leads. And that’s fine for 90% of your setup. But here’s the kicker: that last 10%? That’s where the magic happens.
Consider Pecan Deluxe, a company that decided to turn back the clock with their booth, transforming it into a 1950s diner. It has all the Back to the Future elements—minus the Delorean:
- The black and white checkered flooring
- The regal chrome stools with red cushions
- A striped awning painted with their brand colors
This booth gave attendees more than just a place to learn about the company—it gave them an experience.
Stepping into their booth wasn’t just about seeing what Pecan Deluxe had to offer; it was about feeling a sense of nostalgia and fun, connecting emotionally with the brand in a way that a standard booth never could.
This is the kind of creativity that goes beyond functionality. It’s about creating an emotional connection, surprising attendees, and leaving them with a story.
This creative element can be the key to transforming a standard booth into a memorable destination, just as creative marketing can transform a brand’s impact.
Curious about what we can create for your brand? Reach out to our creative team and let’s explore the possibilities. Contact us
