Do This, NOT That: Marketing Tips with Jay Schwedelson đLIQUID DEATH Founder+CEO!đ GUEST!! Mike Cessario on Secrets to Content, Growth, and Marketing! | Ep. 434
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Oct 23, 2025 
Mike Cessario, Founder and CEO of Liquid Death, shares his journey from punk bands to revolutionizing beverage marketing. He explains how strategically choosing water as a product allowed them to stand out in a boring industry. Cessario emphasizes the importance of packaging as a competitive advantage and how they validated their brand via viral marketing before launching. He also discusses their entertainment-first approach to content, leveraging small bets and in-house production to drive engagement while navigating the challenges of AI in creativity.
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From Agency Frustration To Founder
- Mike Cessario left agency life to become his own client and launch Liquid Death.
- He started the brand to control marketing and make entertaining, irreverent campaigns for a healthy product.
Why Water Became The Wedge
- Water was chosen because it's the biggest beverage category with boring brands and heavy plastic use.
- That category offered a clear wedge to create a differentiated, entertaining brand experience.
Packaging Beats Molecular Differences
- Most products act like commodities where tiny functional differences don't drive choice.
- Emotional reasons and packaging aesthetics are the real drivers of brand preference.