Masters of Scale Liquid Death’s Mike Cessario: Trust your taste
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Jul 11, 2024 
Mike Cessario, founder of Liquid Death, has turned drinking water into a billion-dollar venture through bold marketing and humor. He shares insights on escaping his corporate job boredom and the creative process behind his unique branding. Cessario discusses the journey from punk rock to entrepreneurship, navigating challenges while infusing fun into health-conscious products. He emphasizes trusting your instincts in innovation and the critical role social media plays in brand growth. Liquid Death’s rise is a testament to daring ideas and engaging with consumers.
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Warped Tour Inspiration
- Mike Cesario's idea for Liquid Death stemmed from seeing bands drink unmarked water cans disguised as Monster Energy drinks at Warped Tour.
- This sparked his interest in branding and marketing, leading him to create Liquid Death 10 years later.
Corporate vs. Creative
- Mike Cesario found that corporate clients often prioritize superficial aspects of marketing over addressing real business problems.
- He believed focusing on creativity and ROI could generate more effective results than traditional marketing approaches.
Western Grace Failure
- Mike Cesario's first entrepreneurial venture, Western Grace brandy, failed due to disagreements with his co-founders and regulatory hurdles in the alcohol industry.
- This experience taught him valuable lessons about choosing the right partners and navigating regulated markets.