The Weird and Wacky Marketing Strategies That Help Liquid Death, Taco Bell, and GoDaddy Stand Out

In the high-stakes world of marketing, standing out is everything—and sometimes, the best way to grab attention is to get a little weird. At SXSW, marketing leaders from Taco Bell, Liquid Death, and GoDaddy shared how unconventional campaigns have helped their brands connect with audiences in unexpected ways. Taco Bell launched "Live Mas Live," an Apple-style product launch for taco superfans; Liquid Death sold out a collaboration with Depends on a $75 heavy metal-inspired adult diaper; and GoDaddy returned to the Super Bowl with a bizarre yet brilliant ad featuring actor Walton Goggins selling AI-assisted sunglasses. As Taylor Montgomery, Taco Bell’s chief marketing officer, put it: “The power of an idea that can transcend channels and reach and connect with consumers is really important.” But not every risk pays off—successful brands, they say, must keep swinging, stay bold, and be willing to fail.

Key Takeaways:

• Comedy and Weirdness Work – Liquid Death embraces absurdity with unexpected brand collaborations, like their sold-out “Pit Diaper” for concertgoers.
• Experiential Marketing Pays Off – Taco Bell’s Live Mas Live, inspired by tech product launches, successfully deepened fan engagement.
• Authenticity is Key – GoDaddy rebranded itself with a wild yet meaningful Super Bowl ad featuring Walton Goggins’ AI-powered eyewear business.
• Taking Small Bets Reduces Risk – Liquid Death invests in many low-cost content experiments, typically around $30,000 each, to test what resonates with audiences.
• Know When to Ignore Feedback – Creative decision-makers emphasized that catering to too many opinions waters down bold ideas.
• Failure is Part of the Process – Not every idea works, as Taco Bell learned with its Cheez-It Crunchwrap Supreme, but the key is to keep innovating.

By embracing the unconventional, these brands prove that marketing doesn’t need to look or feel like an ad—it just needs to capture attention in a way people actually enjoy.
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