So there’s always just this cool factor with craft beer that I felt was just kind of unmatched with everything else. So they don’t have to really like pun-intended, water things down just to kind of please everyone. You can find craft beers called Skull Crusher IPA or Arrogant Bastard Ale, because they know that there’s a huge market for their audience that’s at least 21 years old. Like people who like their craft beers, love their craft beers. And at the same time, it’s one of the categories that people are insanely passionate about. I think one thing that I’ve always noticed is craft beer kind of gets to break almost all the rules of branding. M Cessario: So it’s interesting that you bring up arrogant bastard.
But tell us how you turned into kind of the arrogant bastard brand of water. See, it’s so horribly easy to pull puns over puns with a death-themed brand, mainly because you’d think that those brands are all destined to die before birth. But when I read about Liquid Death, I knew it would make for a killer episode. We’re both based in LA, yet I learned about you and your water company via the Los Angeles Business Journal, which is a strange way to connect. 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. 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.
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