Building a Unique Beverage Brand with a Killer Marketing Strategy

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This chapter delves into creating a distinct bottled water brand 'Liquid Death' that disrupts the market with its rebellious image and sustainable canned packaging. From the challenges of finding a co-packer to leveraging social media for pre-launch buzz, the chapter explores the brand's journey to success through edgy marketing tactics, rapid scaling, and expanding product lines while maintaining a focus on humor and sustainability.

Can drinking water look cool? That was the driving question behind Liquid Death founder Mike Cessario’s big business idea. Since launching its first tallboy cans of water in 2019, Liquid Death has used humor, design and smirk-worthy marketing to grow into a beverage company valued at $1.4 billion. Mike talks with host Jeff Berman about how he built the irreverent brand to help him escape his professional boredom.

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