How Liquid Death's Founder Started A $700 Million Water Brand | Founder Effect

CNBC Make It
26 Nov 202210:22

Summary

TLDRMike Cessario, co-founder and CEO of Liquid Death, transformed a humorous concept into a $700 million brand by using unconventional marketing strategies. Emphasizing the absurdity of typical branding in the beverage industry, he created a 'canned water' product with a rebellious identity. The launch, despite coinciding with the pandemic, thrived on viral marketing and a strong social media presence, capturing the attention of a diverse audience. Liquid Death's unique approach to branding not only appealed to health-conscious consumers but also fostered an emotional connection, proving that innovative thinking can disrupt traditional markets.

Takeaways

  • 😀 Embrace unconventional thinking: Asking what the dumbest idea is can lead to innovative solutions.
  • 😀 Effective branding can break through saturated markets: Liquid Death's edgy name and design set it apart in the bottled water industry.
  • 😀 Humor is a powerful marketing tool: Cessario's comedic approach attracted attention and resonated with consumers.
  • 😀 Strong social media presence is crucial: The initial commercial for Liquid Death garnered 3 million views, significantly boosting brand visibility.
  • 😀 Emotional connections drive consumer loyalty: Liquid Death engages customers through humor, making them feel good about the brand.
  • 😀 Innovative product packaging can attract consumers: Skulls and irreverent branding made Liquid Death eye-catching and memorable.
  • 😀 Success is measurable: Liquid Death achieved $100,000 in sales in its first month with minimal marketing expenditure.
  • 😀 Be bold with messaging: The brand’s tagline, 'Death to Plastic,' aligns with sustainability goals, resonating with eco-conscious consumers.
  • 😀 Learn from industry leaders: Cessario drew inspiration from Virgin America's disruptive branding strategy.
  • 😀 Continuous cultural engagement is key: Liquid Death aims to stay relevant by riffing on current cultural trends, similar to entertainment brands.

Q & A

  • What unconventional method does Mike Cessario use to spark creativity?

    -Mike Cessario asks the question, 'What is the dumbest possible idea?' to trick his brain into thinking outside the box and generating innovative ideas.

  • What unique branding choice did Mike Cessario make for his product?

    -Cessario chose the name 'Liquid Death' for his water brand, which he describes as probably the dumbest name, but it effectively captures attention and curiosity.

  • How did Liquid Death achieve significant initial sales?

    -In its first month, Liquid Death made $100,000 in sales by leveraging social media traction and an engaging marketing campaign before launching the product.

  • What is the significance of humor in Liquid Death's branding strategy?

    -Humor plays a central role in Liquid Death's branding, as it makes the brand memorable and allows it to connect emotionally with consumers, differentiating it from traditional health products.

  • How did Liquid Death's first commercial perform on social media?

    -The first commercial for Liquid Death received 3 million views on Facebook, indicating strong consumer interest and engagement.

  • What role did sustainability play in Liquid Death's market appeal?

    -Liquid Death's message of 'death to plastic' aligned with growing consumer awareness around sustainability, which helped it resonate with eco-conscious customers.

  • What was the first major retailer to carry Liquid Death, and how did this affect its growth?

    -Whole Foods was the first major retailer to carry Liquid Death, launching it nationally in March 2020, which contributed to significant sales growth even during the pandemic.

  • What is the core philosophy behind Mike Cessario's approach to advertising?

    -Cessario believes in creating entertaining content that resonates with consumers, focusing on humor and emotional connections rather than solely on product taste.

  • How did Mike Cessario's background influence the creation of Liquid Death?

    -Cessario's experiences with advertising and his exposure to irreverent humor through mediums like MAD magazine inspired him to develop a brand that is both funny and engaging.

  • What are the current sales projections for Liquid Death?

    -Liquid Death is projected to reach $130 million in sales by the end of the year, showcasing its rapid growth and market acceptance.

Outlines

plate

Dieser Bereich ist nur für Premium-Benutzer verfügbar. Bitte führen Sie ein Upgrade durch, um auf diesen Abschnitt zuzugreifen.

Upgrade durchführen

Mindmap

plate

Dieser Bereich ist nur für Premium-Benutzer verfügbar. Bitte führen Sie ein Upgrade durch, um auf diesen Abschnitt zuzugreifen.

Upgrade durchführen

Keywords

plate

Dieser Bereich ist nur für Premium-Benutzer verfügbar. Bitte führen Sie ein Upgrade durch, um auf diesen Abschnitt zuzugreifen.

Upgrade durchführen

Highlights

plate

Dieser Bereich ist nur für Premium-Benutzer verfügbar. Bitte führen Sie ein Upgrade durch, um auf diesen Abschnitt zuzugreifen.

Upgrade durchführen

Transcripts

plate

Dieser Bereich ist nur für Premium-Benutzer verfügbar. Bitte führen Sie ein Upgrade durch, um auf diesen Abschnitt zuzugreifen.

Upgrade durchführen
Rate This

5.0 / 5 (0 votes)

Ähnliche Tags
Branding SuccessMike CessarioLiquid DeathInnovative MarketingViral CampaignsAudience EngagementHumorous BrandingCanned WaterSustainable ProductsAdvertising Insights
Benötigen Sie eine Zusammenfassung auf Englisch?