My First Million

#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water

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.

55:45

Creator website

Episode guests

Mike Cessario

AI Summary

Highlights

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Creative and irreverent marketing can be used to make drinking water fun and appealing to different demographics.

Branding and attention-grabbing marketing ideas play a significant role in the success of a product.

Liquid Death aims to expand their brand into different areas and sees themselves as a pop culture factory promoting health.

Deep dives

Unique marketing approach for HubSpot

HubSpot is a sponsor for the speaker's new company. They use HubSpot for their sales process, specifically the sales hub. The goal is to move customers through the pipeline and forecast sales.

Amidst Chaos, Seek Escape

01:09

Marketing to Different Demographics and the Role of Science

00:55

Embrace Balance, Not Preach

01:39

Size from the Ground Up: Market Insights Matter

01:06

Intro

2min

Revolutionizing Beverage Marketing with Humor

3min

Disruptive Branding: The Unique Identity of Canned Water

3min

The Creative Roots and Bold Marketing of Liquid Death

3min

Innovative Waters: Building a Brand in Uncertain Times

31min

Reinventing Charity: The Intersection of Philanthropy and Marketing

2min

Innovative Branding in Canned Water

12min

Joined our private FB group yet? It's a page where people share each others million dollar ideas or what they're already working on: https://www.facebook.com/groups/ourfirstmillion. Shaan Puri (@ShaanVP) and Sam Parr (@theSamParr) sit down with Mike Cessario (@Cessario) Co-Founder and CEO of Liquid Death (@LiquidDeath). Mike gives the backstory on Liquid Death and together they talk through the importance of marketing and making boring market segments more exciting. Today's topic include: Mike gives the backstory on Liquid Death (2:30), Shaan asks Mike “where does this idea come from?” (7:30), Mike talks about how big the business is (10:20), Mike explains how to inject humor into stale brands (18:30), Mike talks about the difference between mineral waters in the United States and abroad (26:00) Mike compares businesses started by “business people” to businesses started by “creative people.” (39:40), Mike illustrates how he views Liquid Death as a pop-culture factory (44:00), Mike explains that “it’s all about speed” if you want to win when going from idea to product (54:48).

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My First Million

#81 with Mike Cessario - The Genius Way Liquid Death Sells Canned Water

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Unique marketing approach for HubSpot

Quiet Light Brokerage as a platform for buying and selling businesses

Creating a brand around water with liquid death

The importance of branding and creative marketing

Expanding beyond water

Amidst Chaos, Seek Escape

Marketing to Different Demographics and the Role of Science

Embrace Balance, Not Preach

Size from the Ground Up: Market Insights Matter

Remember Everything You Learn from Podcasts