Liquid Death's approach to marketing? Don't just market – entertain. Rei talks with VP of Creative at Liquid Death, Andy Pearson, about how the unconventional brand uses humor, creative audacity, and bold characterization to elevate its marketing strategy. Andy discusses the origins of his relationship with the brand's CEO, his process of envisioning Liquid Death as a character rather than just a brand, and how this perspective drives their creative decisions. With a focus on engaging audiences through entertainment rather than traditional marketing, Andy reveals the power of small, impactful ideas that change perceptions and create deeper connections with consumers.

Andy is the VP of Creative at Liquid Death, one of the fastest growing non-alc beverage brands of all time. As part of Liquid Death's evil mission to make the world healthier and more sustainable, Andy helps oversee all the hilarious creative output from the brand, from its viral video content to social content to merch to experiential events to CRM and more. Prior, Andy spent 12+ years as an award-winning creative at agencies like CP+B, Deutsch LA, and Humanaut. He thinks marketing sucks and we should make entertainment instead.

Timestamps:

0:03 Liquid Death's Creative Evolution and Explosive Growth
4:29 Liquid Death's Journey from Skepticism to Market Success
9:01 Liquid Death's Unique Marketing Approach Through Character-Driven Strategy
12:24 The Creative Journey and Evolution of Liquid Death
18:05 The Power of Humor in Building Emotional Connections
19:16 Creative Marketing Strategies with Liquid Death's Andy Pearson

Episode References:

Andy Pearson | LinkedIn
Rei Inamoto | Instagram
Rei Inamoto | X
I&CO | Corporate Site

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Why You Shouldn’t Market (And What to Do Instead) - E57