{"id":1095,"date":"2026-08-10T11:45:37","date_gmt":"2026-08-10T09:45:37","guid":{"rendered":"https:\/\/dlab.barcelona\/uncategorized-ca\/mort-liquida-venien-aigua-van-construir-una-religio\/"},"modified":"2026-09-18T19:51:55","modified_gmt":"2026-09-18T17:51:55","slug":"mort-liquida-venien-aigua-van-construir-una-religio","status":"publish","type":"post","link":"https:\/\/dlab.barcelona\/ca\/uncategorized-ca\/mort-liquida-venien-aigua-van-construir-una-religio\/","title":{"rendered":"Mort L\u00edquida: venien aigua. Van construir una religi\u00f3."},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">DLAB Branding Atelier \u2014 Pilar 8: L'Equilibri Invisible<\/p>\n\n<h2 id=\"h-hay-una-pregunta-que-deberias-hacerte-antes-de-seguir-leyendo-cuanto-vale-un-litro-de-agua\" class=\"wp-block-heading\" style=\"font-size:16px\"><strong>Hi ha una pregunta que t'hauries de fer abans de continuar llegint.<\/strong><br\/><strong>Quant val un litre d'aigua?<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">Menys d'un euro. El producte m\u00e9s gen\u00e8ric del planeta. Sense patent, sense ingredient secret, sense tecnologia propiet\u00e0ria.  <\/p>\n\n<p class=\"wp-block-paragraph\">I, tanmateix, una marca que ven exactament aix\u00f2 \u2014 l'aigua \u2014 est\u00e0 valorada en 1.400 milions de d\u00f2lars.<br\/>T\u00e9 una facturaci\u00f3 de 263 milions de d\u00f2lars a l'any. I t\u00e9 fans que compren les seves samarretes, gorres i vinils. <\/p>\n\n<p class=\"wp-block-paragraph\">La Mort L\u00edquida no venia aigua. Venia un lloc davant del m\u00f3n. <\/p>\n\n<h2 id=\"h-el-origen-una-idea-que-parecia-una-broma\" class=\"wp-block-heading\" style=\"font-size:16px\"><strong>L'origen: una idea que semblava una broma<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\">2009. Mike Cessario forma part del Vans Warped Tour, el festival de refer\u00e8ncia del punk i hardcore americ\u00e0.<br\/>A l'escenari, els m\u00fasics beuen aigua. Per\u00f2 la imatge no encaixa: llaunes de Monster Energy a la m\u00e0,<br\/>buidat i omplert d'aigua, per no trencar l'est\u00e8tica de l'espectacle en directe.<br\/>Cessario, el director creatiu de Netflix en aquell moment, va veure una cosa que altres no van veure: una violaci\u00f3<br\/>entre el que la gent vol projectar i el que el mercat els ofereix per projectar-ho.<br\/>Les filigranes eren avorrides per definici\u00f3. Blau clar, tipografies netes, muntanyes, natura.<br\/>Tot i aix\u00ed. I si alg\u00fa fes exactament el contrari?   <br\/>El 2019, Liquid Death va sortir al mercat. Llauna d'alumini negra. Calavera daurada. El nom m\u00e9s amena\u00e7ador<br\/>que puguis donar a l'aigua de la font. I l'esl\u00f2gan: Mata la teva set.    <\/p>\n\n<figure class=\"wp-block-image\"><img loading=\"lazy\" decoding=\"async\" width=\"759\" height=\"506\" src=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/69c29e438e6afe8fac1578e5_67bc45e974d9b457ff528f52_liquid-death-219291-1.webp\" alt=\"\" class=\"wp-image-482\" srcset=\"https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/69c29e438e6afe8fac1578e5_67bc45e974d9b457ff528f52_liquid-death-219291-1.webp 759w, https:\/\/dlab.barcelona\/wp-content\/uploads\/2026\/07\/69c29e438e6afe8fac1578e5_67bc45e974d9b457ff528f52_liquid-death-219291-1-480x320.webp 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) 759px, 100vw\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\"><\/p>\n\n<p class=\"wp-block-paragraph\">El que van construir no era una marca. Era una tribu. <\/p>\n\n<p class=\"wp-block-paragraph\">El producte no va canviar. L'aigua \u00e9s aigua quieta. El que va canviar va ser el significat de beure aquesta aigua.<br\/>Liquid Death va construir el seu univers sobre tres pilars que rarament s'uneixen en el mateix resum: l'humor<br\/>l'activisme ambiental negre i l'est\u00e8tica del metall. Death to Plastic \u2014 la seva campanya contra el pl\u00e0stic \u2014<br\/>No era una nota de sostenibilitat a l'embalatge. Era el nucli ideol\u00f2gic de la marca.    <\/p>\n\n<p class=\"wp-block-paragraph\">Tony Hawk va gravar un v\u00eddeo barrejant la seva pr\u00f2pia sang amb pintura per crear monopatins durant l'edici\u00f3<br\/>limitada. Les van vendre en minuts. Wiz Khalifa i Josh Brolin van invertir a l'empresa. Live Nation<br\/>Va entrar com a accionista.   <\/p>\n\n<h2 id=\"h-nada-de-esto-tiene-que-ver-con-el-agua-todo-tiene-que-ver-con-quien-quieres-ser-cuando-la-sostienes-en-la-mano\" class=\"wp-block-heading\" style=\"font-size:16px\"><strong>Res d'aix\u00f2 t\u00e9 a veure amb l'aigua. Tot dep\u00e8n de qui vols ser quan la contens<\/strong><br\/><strong>la m\u00e0.<\/strong><\/h2>\n\n<p class=\"wp-block-paragraph\"><strong>Les xifres que no apareixen en cap balan\u00e7<\/strong><\/p>\n\n<p class=\"wp-block-paragraph\">Fundada el 2019. El 2021 ja tenia una facturaci\u00f3 de 45 milions de d\u00f2lars. El 2022, 110 milions (+144% interanual).  <br\/>El 2023, 263 milions (+139%). El 2024, 333 milions. <\/p>\n\n<p class=\"wp-block-paragraph\">Valoraci\u00f3 actual: 1.400 milions de d\u00f2lars.<\/p>\n\n<p class=\"wp-block-paragraph\">Qu\u00e8 justifica aquesta xifra? No la maquin\u00e0ria de producci\u00f3. No les patents. No la tecnologia. La justifica<br\/>El significat que milions de persones associen amb aquesta llauna negra amb un crani.<br\/>Aix\u00f2 no apareix en cap balan\u00e7. Per\u00f2 \u00e9s el que \u00e9s m\u00e9s valu\u00f3s.     <\/p>\n\n<p class=\"wp-block-paragraph\">\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"<p>DLAB Branding Atelier \u2014 Pilar 8: L&#8217;Equilibri Invisible Hi ha una pregunta que t&#8217;hauries de fer abans de continuar llegint.Quant val un litre d&#8217;aigua? Menys d&#8217;un euro. El producte m\u00e9s gen\u00e8ric del planeta. Sense patent, sense ingredient secret, sense tecnologia propiet\u00e0ria. I, tanmateix, una marca que ven exactament aix\u00f2 \u2014 l&#8217;aigua \u2014 est\u00e0 valorada en [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":1040,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[14],"tags":[],"class_list":["post-1095","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-ca"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.8 (Yoast SEO v28.0) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Mort L\u00edquida: venien aigua. Van construir una religi\u00f3.<\/title>\n<meta name=\"description\" content=\"Hi ha una pregunta que t&#039;hauries de fer abans de continuar llegint. 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