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 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?  

Mike Cessario, CEO of Liquid Death, talks about the backstory of Liquid Death, the importance of marketing and making boring market segments exciting, injecting humor into stale brands, the difference between mineral waters in the US and abroad, starting businesses as 'business people' vs 'creative people,' and viewing Liquid Death as a pop-culture factory.

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