Andy Pearson
VP of Creative at Liquid Death, responsible for transforming a simple can of water into a billion-dollar brand. He developed the company's anti-marketing strategy and use of comedy in business.
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Jun 24, 2025 • 45min
Liquid Death’s $1 Billion Anti-marketing Strategy
Andy Pearson, VP of Creative at Liquid Death, shares insights on transforming a simple water can into a billion-dollar brand. He discusses how humor can break the mold of traditional marketing, creating a rebellious, fun brand identity. The conversation dives into character-driven storytelling, emphasizing the importance of creativity and an experimental approach in branding. Pearson also highlights the significance of proactive engagement and learning from failures, showcasing how unique campaigns and viral ads reshaped consumer perceptions.
Nov 5, 2025 • 50min
39 Andy Pearson, VP of Creative at Liquid Death
Andy Pearson, VP of Creative at Liquid Death, shares insights from his journey in creativity that transformed a water brand into a cultural phenomenon. He discusses how treating the brand as a character drives engagement and creativity. Andy reveals the importance of humor and high-volume testing in marketing, as well as the advantages of in-house teams for faster production and brand control. He emphasizes the balance between risk and audience expectations while exploring how AI can enhance, not replace, human creativity.
