2. A former creative director of Netflix founded a canned water startup called Liquid Death Mountain Water. The brand positions itself as a sustainable alternative to energy drinks and soda and targets the straight-edge punk crowd that abstains from drugs and alcohol, using the tagline: “Murder Your Thirst.”

The brand aims to make the world’s healthiest beverage, water, as appealing as unhealthy ones such as energy drinks, soda, and beer. The brand sells water in tallboy cans that resemble beer cans for $1.83, which includes delivery. It donates 5 cents from every can sold to organizations that clean up plastic garbage from the ocean. Should Liquid Death emphasize a push or pull strategy? Explain.

(AACSB: Written and Oral Communication; Ethical Reasoning; Reflective Thinking)