[forgetfulness]

Apparently the whole deal with Liquid Water is that it's so people don't give you crap for not drinking alcohol at parties or festivals.

If they see you drinking water or soda off a normal can, people will feel self conscious and get pissy about them drinking but not you, with a flaming skull on the can, nobody bats an eye.

The target audience is actually recovering alcoholics from party crowds, and the product is pure signaling.

[mattgreenrocks]

Thanks for the insight. Actually a great approach for a rather commodity product.