My First Million #81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water
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Jun 5, 2020 
Mike Cessario, Co-founder and CEO of Liquid Death, dives into the captivating backstory of his punk-rock branded canned water. He shares how humor can revitalize dull markets, contrasting businesses built by creatives versus traditional business minds. Mike reveals the significance of speed in turning ideas into products and discusses the quirky differences between U.S. and international mineral waters. He also highlights Liquid Death's role as a pop-culture powerhouse and explores innovative marketing strategies that disrupt the beverage industry.
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Disrupting Healthy Beverage Marketing
- Liquid Death aims to disrupt the healthy beverage market by marketing water with humor and irreverence, like junk food brands.
- They believe this approach will resonate better with consumers than traditional health-focused marketing.
Monster 'Tour Water' Inspiration
- Mike Cessario was inspired by seeing bands at the Vans Warped Tour drinking "tour water" disguised as Monster energy drinks.
- This sparked his idea for Liquid Death: marketing healthy beverages like unhealthy ones.
Prove Concept on Social Media First
- Prove your concept on social media before seeking funding, especially for unconventional ideas.
- Use social media traction to de-risk your idea and attract investors and distributors.