Mike Cessario is the founder of Liquid Death, a canned water company with a unique marketing strategy that has captured the attention of consumers and investors alike. During the interview, Mike discussed his background in advertising and how it influenced the creation of Liquid Death’s irreverent branding.
Liquid Death is all brand. Sure, they have an interesting product. In the world of plastic bottles of water, he decided to put high quality water from the Alps in a can.
But at the end of the day, he’s selling water. Talk about a tough business.
He’s remained so successful because Liquid Death has a unique brand voice, which separates them from their competitors.
Cessario said, “Why should energy drinks and soda have all the fun and get to do ‘extreme’ ads? Why can’t a healthy product? That was my goal: To market a healthy product in a different way.”
He drops so many great gems in this episode, including how to test if a product will resonate with your consumer, for free. It's worth listening just for that.
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