The Twenty Minute VC (20VC): Venture Capital | Startup Funding | The Pitch

20VC: Turning Canned Water into a $700M Media and Health Company, What Makes Truly Great Brands, How Founders Can Build Their Brand From Day 1 Today & How to Create Viral Content with Little to No Budget with Mike Cessario, Founder and CEO @ Liquid Death

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Jan 20, 2023

Mike Cessario, the founder and CEO of Liquid Death, revolutionizes the beverage industry with his unique canned water brand worth over $700M. He shares insights on overcoming skepticism around unconventional ideas, emphasizing the importance of data and feedback. Cessario highlights that great brands evoke emotional connections and often face criticism. He discusses innovative marketing strategies, including humor and celebrity involvement, to create viral content on a budget. Ultimately, he champions resilience and authenticity in building a lasting brand.

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ANECDOTE

Monster Energy's Sneaky Marketing

Mike Cessario founded Liquid Death after observing bands on the Warped Tour.
The bands, despite appearances, preferred water but drank Monster Energy in cans to maintain sponsorships.

INSIGHT

Balancing Feedback and Data

Founders should be open to feedback but also trust their data.
Liquid Death's early social media success, despite the "canned water" skepticism, proved the concept.

ANECDOTE

Formative Experiences

Mike Cessario's upbringing near Newark, Delaware, exposed him to diverse socioeconomic backgrounds.
These experiences, coupled with his time in corporate advertising, shaped his approach to marketing.

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Mike Cessario is the Founder and CEO @ Liquid Death, the man hacking the healthy beverage market with the first hilarious water brand. It is working, Liquid Death's latest valuation was over a staggering $700M and Mike has raised over $200M since founding the company from the likes of Science Inc. Away's Jen Rubio, Dollar Shave Club's Michael Dubin, Swedish House Mafia and Tony Hawk to name a few. Prior to founding Liquid Death, Mike was in the advertising industry at a number of dirrect firms including VaynerMedia.

In Today's Episode with Mike Cessario We Discuss:

1.) From Canned Water to $700M Business:

How did rockstars' hydration problems lead to the founding of Liquid Death?
How did growing up with guns and heroine needles around him at school, impact how Mike sees the world today? What is he running from? What is he running towards?
Everyone said, "canned water, that is a stupid idea". What does Mike tell to all entrepreneurs who are told their idea is stupid? How does Mike advise on picking your idea?

2.) How to Build a Truly Great Brand:

What does the term "brand" mean to Mike?
What does he mean when he says, "truly great brand transcends functional value"?
What are the single biggest mistakes Mike sees founders make today on branding?
Why does Mike believe people will always hate your brand, if it is good?
What are the biggest brand mistakes Mike has made with Liquid Death?
What brand does Mike most respect and admire? Why that brand?

3.) Marketing: The Secret to Reaching Millions of People with Little Budget:

How does the Liquid Death team come up with the ideas they have for content? Why does Mike believe the label "storytelling" is kinda BS?
Why does Mike believe people will always hate your marketing? What was Mike's biggest lesson from their Superbowl commercial with kids drinking Liquid Death, looking like beer?
How does Mike decide which channel to prioritise? How has the rise of TikTok and short form video changed their approach to content?
How does Mike approach resource allocation for new pieces of content? Do they spend big on few bits of content or spend little on many and see what works?