Mike Cessario, founder of Liquid Death, shares the story of how his dumbest idea turned out to be brilliant. He discusses creating a viral water brand with an edgy image, overcoming challenges in production and funding, and attracting a diverse audience. The episode also explores the importance of branding, finding a bottler, and navigating unexpected success.

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.

Mike Cessario, Co-founder and CEO of Liquid Death, dives into the captivating backstory of his punk-rock branded canned water. He shares how humor can revitalize dull markets, contrasting businesses built by creatives versus traditional business minds. Mike reveals the significance of speed in turning ideas into products and discusses the quirky differences between U.S. and international mineral waters. He also highlights Liquid Death's role as a pop-culture powerhouse and explores innovative marketing strategies that disrupt the beverage industry.

Mike Cessario, Founder of Liquid Death, shares how he built a $1.4 billion brand through unique marketing strategies and rebellious image. The podcast explores lessons in scaling a cultural beverage brand, navigating skepticism, simplicity in marketing, and building a killer marketing strategy. It also delves into his journey from punk rock to entrepreneurship, emphasizing the importance of trusting your taste in business decisions.

First up J+M discuss TikTok's apparent plan to build an e-commerce business via US fulfillment centers! (8:57) Then, Molly is joined by Liquid Death CEO Mike Cessario to discuss the genesis of a great brand and more. (17:26) (0:00) J+M tee up today's segments! (2:13) Starlink, 5G, and the rapid advancement of internet connectivity (8:57) TikTok appears to be hiring for product fulfillment centers in the US (16:11) OpenPhone - Get an extra 20% off any plan for your first 6 months at https://openphone.com/twist  (17:26) Molly welcomes Liquid Death Co-Founder and CEO Mike Cessario; they discuss Mike's background pre-Liquid Death and his advice for brand building (28:27) LinkedIn Jobs - Post your first job for free at https://LinkedIn.com/unicorn (29:53) Irreverent marketing approaches pre-Liquid Death, building the Liquid Death brand before launching the product (38:00) Paperclip - Go to getpaperclip.com/twist to get the app free for life (39:06) Describing the genesis of the Liquid Death brand, what CPGs have historically gotten wrong, building a brand based on comedy; understanding flavor demand Check out Liquid Death: https://www.liquiddeath.com FOLLOW Jason: https://linktr.ee/calacanis FOLLOW Molly: https://twitter.com/mollywood Subscribe to our YouTube to watch all full episodes: https://www.youtube.com/channel/UCkkhmBWfS7pILYIk0izkc3A?sub_confirmation=1