#Liquid death water series

I know people in pretty much all of the agencies you worked at. We’re both graduates of Art Center College of Design. Welcome to Hitting The Mark, Mike.į Geyrhalter: Yeah, thanks for making it. And he also did teasers for House of Cards, Narcos and the show you have all been binge watching over the past weeks, Stranger Things. Some of his viral hits include Organic Valley’s Save the Bros, which if you have not seen it, please head over to youtube right after this podcast and check it out for a good laugh. Prior to starting Liquid Death, Mike was an advertising creative director who worked on viral campaigns for clients like Organic Valley and Netflix.

Inspired by the death metal and punk rock culture, Liquid Death takes an extreme approach to marketing in stark contrast to aspirational health and wellness brands. My guest today is Mike Cessario who founded Liquid Death, the first irreverent bottled water brand that can compete with the cool factor of unhealthy brands from beer to energy drinks.

#Liquid death water series

Today we continue that mini series of advertising creatives turned into entrepreneurs using their background to flip the commodity type offerings into sought after cult brands. A pizza joint that was named one of the world’s 50 most innovative companies the second time in a row by Fast Company. In our last episode, I talked with creative extraordinaire Michael Lastoria, who after selling his New York based agency to beauty powerhouse Shiseido in 2017, is now co founder of the counterculture pizza chain &pizza. True story.įabian Geyrhalter: Welcome to Hitting The Mark.

If you like what you hear you can grab some Liquid Death waters on Amazon or you can jump back onto the Liquid Death web site and join their Country Club, but you will have to sell them your soul first. If you want your head blown (I do have to use some Liquid Death lingo here) and hear about how his idea was crafted, why people go crazy over it and how his waters help kill plastic bottles along the way, all while poking major fun at marketing, and, yes, branding, as a whole, give this episode a listen. And it had to be authentic, good for the planet and crazy as hell. This is a story about a Creative who comes from the advertising and branding world, who spent his career creating brand stories for greats like Netflix and Gary Vee, and found that it was time to create his own story, his own brand. He merged his love for punk with his experience in marketing and bam - Liquid Death was born.When I heard about a water brand called Liquid Death that comes in tallboys, reminiscent of beer cans, that behaves like a death metal band, that boosts insane (and insanely great) copy and imagery, and on top of it is 100% mountain water from the Austrian alps, I had to reach out to Co-Founder and CEO Mike Cessario to make some sense of it all, to the extent that is possible.īy now I assume you have visited the Liquid Death web site and you got a taste of what you are in for. “When we first started, we wondered why is it that products and products have to play by these 1950s bland and boring rules, while other entertainment things can play by much more fun rules,” Cessario told Business Insider on May 7th. He’s responsible for several viral promotions for the company for shows like Narcos, Stranger Things, and House of Cards. If his name sounds familiar it’s because Cessario was the creative director at Netflix. The idea to market canned water to the straight-edge punk community came from Mike Cessario, the cofounder and CEO of Liquid Death. It’s the marketing that is really making people intrigued (or gag).

And to be fair, there’s really nothing special about Liquid Death itself - it’s just water, after all. Liquid Death Mountain Water is packaged in 16-ounce cans that make it look like beer rather than fancy water. Is the idea of canned water too froofy for you? Are you too metal to be seen drinking water out of a sustainable box? Well, a new brand of water called “Liquid Death” is here to save your punk image and “murder your thirst.” Yeah, you should be scared.