Some of them included the Dollar Shave Club’s founder and CEO, Michael Dubin the Twitter co-founder Biz Stone and Jen Rubio, the co-founder of the luggage brand Away. When Liquid Death first launched in 2019, the brand was backed by many tech notables. Talking about some “extremes,” Mike Cessario had the face of a random Liquid Death customer tattooed on his arm after the customer chugged a can of Liquid Death water under 15 seconds for 365 days! The heavy metal album includes songs like “Fire Your Marketing Guy” and “I thought this was alcohol.” In 2020, Liquid Death released an album on Spotify called “Greatest Hates” made up of haters’ comments and product reviews the company has received online. Within three months, Liquid Death had more Facebook followers than Aquafina, and the ad had more than 3 million views. He shot the first Liquid Death commercial for $1.5k and spent $3k on paid Facebook ads. Having worked on several viral promotions for Netflix, including campaigns for “House of Cards,” “Narcos,” and “Stranger Things,” Mike Cessario is familiar with eye-catching marketing. Liquid Death’s Branding: Nothing murders your thirst better than water Mike Cessario says the brand was initially designed for heavy metal and punk rock fans who immediately understand the humor behind the brand and its campaigns. This led him to create a water brand that the bands actually enjoy drinking while performing.Ĭessario’s background playing in punk and heavy metal bands influenced Liquid Death’s branding, which speaks to the straight-edgers that eschew alcohol and drugs. However, when speaking to the bands, he learned that they preferred to drink water while performing, but had to put water in an energy drink can due to their sponsorship requirements. Mike Cessario said that during the 2008 Warped Tour, he noticed energy drink companies heavily sponsor rock bands and rock tours. Despite the name, Liquid Death is nothing but good old-fashioned H2O, served in a tallboy can. Former Netflix director Mike Cessario founded the brand back in 2018.
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A couple of weeks ago, Liquid Death announced they had raised $75 million in Series C funding round that values the water brand at more than $500 million.
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