Story: The Rise of Liquid Death: A Deadly Serious Approach to Saving the Planet

Liquid Death, a water brand served in a tallboy can, has gained immense popularity and raised $75 million in a Series C funding round, valuing the brand at over $500 million. 

Liquid Death owner Mike Cessario, who was formerly the director of Netflix, created Liquid Death to cater to the preferences of rock bands who preferred water while performing. 

Who is Mike Cessario

Mike Cessario is the CEO and founder of Liquid Death. This canned water brand uses punk and metal aesthetics to appeal to young people. Cessario's inspiration for the design came from his time in the punk/metal music scene, where album art often features graphic designs. He chose water as his product because he grew up as a vegetarian and was always conscious of staying healthy. 

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He wanted to address the fact that young people often don't drink enough water, and he believed the reason for this was that energy drinks were marketed more effectively. To create a catchy slogan, he hired Will Carsola, co-creator of the Adult Swim show "Mr Pickles," to design the packaging and marketing materials.

Cessario is committed to creating a brand that is environmentally friendly, using recycled material for his tallboy cans and donating a portion of sales to cleaning plastic garbage from the ocean. He also launched the "Loving Homes for Plastic" initiative, encouraging customers to return empty single-use bottles to soft drink companies.

Cessario is a strategic thinker who tests reactions before making significant moves. 

He started Liquid Death by shooting a low-budget video and advertising it on social media to test reactions. He also looked for a bottling company in Austria because he couldn't find one in North America that would bottle non-carbonated water without preservatives.

Cessario is inspired by Dollar Shave Club's founder Michael Dubin, Patagonia's Yvon Chouinard, and musician Travis Scott. He considers himself creative and believes that anyone who finds unique solutions to problems is creative. 

He released an album called "The Greatest Hates," which was based on negative reviews of his product as a marketing play.

Liquid Death's Branding 

Cessario'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. 

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The brand's campaigns are eye-catching and humorous, which is familiar territory for Cessario. He shot the first Liquid Death commercial for $1.5k and spent $3k on paid Facebook ads, which led to over 3 million views.

You must watch this commercial! It speaks volumes about the clarity and vision of the branding that Liquid Death’s owner, Mike, and his team had right from the beginning. Their tagline, “Murder your thirst,” says it all!

This is not it, though. In the same year, in 2019, they launched an animated advertisement that clearly has the Adult Swim aesthetics! It is so punk rock and gory and makes even water look “cool” and “badass.”

Next, I can’t help but notice the honesty and creativity with which they have created this brand.

This branding is nothing short of genius, and Liquid Death owes its sales to the idea and branding.

Liquid Death dared to be different by drawing from punk and heavy metal culture, setting itself apart in the water industry with its rebellious image. It positioned itself akin to a punk rock gig rather than just a water brand, appealing to a specific crowd seeking authenticity.

Through bold designs reminiscent of punk and metal bands, they crafted memorable packaging and marketing materials. By tapping into music subcultures, Liquid Death created a cool vibe around water, connecting authentically with a younger audience.

Liquid Death's album on Spotify called "Greatest Hates" includes songs made up of haters' comments and product reviews the company has received online.

Mike Cessario: Destined for Liquid Death

Mike’s creativity and entrepreneurial interests can be rooted in his childhood! Growing up, he was all about skateboarding from an early age! 

His cousin's skateboard in the mid-eighties sparked a fascination, leading to getting his own board at seven and diving deep into skateboard art. Drawing had always been his thing, and creating skate graphics was a natural extension of that love for artwork.

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As he hit middle and high school, he ventured into music, playing in bands spanning from punk to metal. Mike found himself doing the creative heavy lifting for our group, designing fliers and crafting album covers. 

This creativity guided his decision to study graphic design in college at Art Center in Pasadena. After that, his career kicked off in advertising, working on diverse brands, from cars to Netflix.

The punk scene was another major influence. Mad Magazine, handed down by his elder cousin, opened his eyes to its artistry. 

Punk embodied disruption, humor, and creativity—everything I resonated with. Being in a band felt like a blast, making music with friends and expressing ourselves. DIY activities like silk-screening shirts in my basement and seeing people wear something I'd made—it was all about the joy of various creative outlets coming together.

This blend of skateboarding, band experiences, and marketing insights paved the way for creating Liquid Death. 

This is something that is common in a lot of entrepreneurs. For example, Steve Jobs’ biography by Walter Isaacson talks about how he learned carpentry from his father, which made him good with hardware design and structuring. 

In his early days, he was deeply interested in electronics and tinkering with technology. His interest in calligraphy during college influenced his obsession with sleek and user-friendly designs. He wanted technology not just to function well but to look and feel elegant, simple, and intuitive.

Moreover, his experiences with Eastern spirituality and travels to India also influenced his worldview and approach to simplicity and minimalism in product design. Similarly, Joachim Sauter, the creator of Terravision, which is allegedly the original version of Google Earth, the technology that Google Maps is based on, was a visual artist and programmer heavily inspired by the electronic music scene of the 80s and 90s in Germany.

What we can learn from this is that entrepreneurial success has a lot to do with following your natural interests and building something unique based on your personality! 

Preparation Stage: Mike Cessario Before Liquid Death

Mike was fixated on Crispin Porter + Bogusky (CPB Group) during college due to their wild and disruptive advertising. He landed an internship there, but the intense 100-hour weeks pushed him to explore other opportunities.

Later in San Francisco, Mike felt creatively stifled, comparing it to Anthony Bourdain microwaving a hotdog for big bucks. Frustrated by clients favoring basic over creative ideas, he decided to create his own products for innovative marketing. 

This led him to Humanaut in Tennessee, where he crafted the viral "Save The Bros" campaign for Organic Valley, proving the power of daring ideas.

Later, inspired by Richard Branson's Virgin brand strategy, Mike explored spirits, particularly brandy. Observing a lack of cool brands in the brandy market, he conceptualized "Western Grace." 

However, the complexities of the alcohol industry made the venture challenging and largely logistical.

During his advertising career, he explored disruptive ideas, like creating a canned water stunt to mock energy drinks. Though the agency didn't back it, the concept lingered, and he refined it over the years. This eventually birthed Liquid Death.

Understanding the importance of unique branding, Mike strived to embed marketing into the product itself, envisioning Liquid Death as a can that demands attention, sparking curiosity and social media buzz. 

The process involved brainstorming numerous names, aiming for something bizarre and eye-catching, resulting in the unconventional yet attention-grabbing name "Liquid Death."

Launching Liquid Death and The Creative Process behind it

Mike delved into the challenge of naming a water company, aiming to break the conventional thought process. By pushing his mind to think of the worst possible name for a safe, healthy beverage, he arrived at "Liquid Death." 

This approach led to more innovative and humorous marketing ideas, fostering creativity. Initially, Mike discussed his evolving concept with past bosses and industry peers, garnering positive feedback on the idea's potential. 

Even in its early stages, there was a sense that the concept could be compelling, although it underwent various graphic iterations before the current skull-themed design.

Launching Liquid Death without a physical product was an intriguing phase. With skepticism from industry insiders claiming retailers wouldn't stock it, Mike devised a plan to prove its viability. 

He created a lifelike 3D render of the can, shot a low-budget commercial with his wife’s actor friend, and leveraged Facebook for promotion, spending a few thousand dollars on paid media over a few months.

This is what they came up with:

The results were astonishing: within four months, the video amassed 3 million views, the Facebook page gained nearly 80,000 followers (more than Aquafina's Facebook page at that time), and inquiries flooded in from potential distributors and retailers eager to stock Liquid Death. 

This social traction gave Mike credibility and made others take the concept seriously.

Liquid Death's Come-Up Story

Mike embarked on a mission to make water cool. He pitched the idea to friends, family, and investors, but the investors scoffed, denying funding. Unfazed, he adopted a grassroots approach due to a tight budget. 

Using Fiverr, he commissioned a graphic designer for a can design and asked a friend to create a simple commercial. With a Facebook page and minimal ad spend, he relied on people's interest.

With no product but a compelling concept, the viral commercial garnered millions of views, sparking demand. 

In the face of investor skepticism, Mike managed to secure over $1.6 million in seed funding, rallying support from notable investors like Twitter co-founder Biz Stone. This capital injection propelled Liquid Death's journey from an idea to a reality.

This seed funding was pivotal, allowing the brand to actualize its vision and eventually launch its product two years after the initial marketing push.

Discovering an Austrian water supplier through Google and aligning it with the supplier's Mountain Water production for energy drinks seemed serendipitous. Liquid Death released its product two years post-launch, gaining traction in a competitive market.

Despite initial skepticism, Liquid Death's unique marketing captured attention, making it the top-selling brand post-2019. 

They capitalized on branding rather than being the best-tasting water. With 60,000 stores, 4 million TikTok followers, and successful merchandise sales, they expanded their product line to include flavored and sparkling waters. 

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However, some criticize their unconventional approach, questioning the need for a "cool" water brand. Yet, Liquid Death's innovative marketing consistently delivers for their devoted audience.

‍Liquid Death's Higher Purpose 

Liquid Death is deadly serious about killing plastic. Aluminium cans, used to package the water, are more environmentally friendly than boxed or bottled water, as 73% of the can is made of recycled material. 

Plastic comes from petroleum or natural gas, most of which is never recycled, and it is not currently biodegradable. 

As a result, plastic ends up in landfills or nature, polluting ecosystems, food chains, and our bodies. 

Liquid Death donates 10% of its profits to non-profit organizations dedicated to curbing climate change and plastic pollution. 

Liquid Death's Future 

Liquid Death's Mountain Water and Sparkling Water are sold in major retail stores in the U.S., including Whole Foods, Target, and 7-Eleven. Its deal with Amazon in 2021 has accelerated its business growth. It now sells its products directly to the e-commerce giant, selling the water directly to its customers at a reduced price. 

The brand aims to introduce new flavoured waters that suit its punk-metal ethos, such as Berry It Alive, Severed Lime, and Mango Chainsaw. The Liquid Death Country Club offers limited merchandise, private events, and cool stuff. 

The brand aims to introduce new flavoured waters that suit its punk-metal ethos, such as Berry It Alive, Severed Lime, and Mango Chainsaw. 

The Liquid Death Country Club offers limited merchandise, private events, and cool stuff. They are also launching new products, like Liquid Death Iced Tea.

The agreement to "sell your soul" to Liquid Death's exclusive club also involves a commitment to limit plastic and save the planet. Conclusion: Liquid Death's success lies in its unique brand personality, which combines humour with a deadly serious purpose of curbing plastic pollution. 

The brand's masterful creativity and eye-catching marketing have led to its rapid growth and popularity. Liquid Death's future seems bright, with room for further growth and expansion.

Challenges and Criticisms 

While Liquid Death's mission to reduce plastic waste has been praised, the brand has also faced criticism. 

Some have questioned using aluminium cans, citing concerns about the energy required to produce them and the potential negative impacts of mining bauxite, the raw material used to make aluminium. 

Others have criticized the brand's punk-metal image, arguing that it appeals mainly to young male consumers and perpetuates harmful stereotypes. 

Additionally, some have raised concerns about the brand's use of violent language and imagery, such as the "kill plastic" slogan and the graphic illustrations on its packaging.

The Future of Sustainable Packaging 

As Liquid Death continues to grow and expand, it is clear that sustainable packaging will play a significant role in the brand's future. Using recycled aluminium cans is just one step in the right direction. 

The brand has committed to exploring other options, such as biodegradable materials, in the future. Liquid Death's success has also drawn attention to the issue of plastic waste. It has encouraged other companies to explore more sustainable packaging options. 

As consumer demand for environmentally friendly products continues to grow, sustainable packaging will become an increasingly important factor in brand success.

‍Conclusion and 3 takeaways

Liquid Death's success lies in its unique brand personality, which combines humour with a deadly serious purpose of curbing plastic pollution. 

The brand's masterful creativity and eye-catching marketing have led to its rapid growth and popularity. Liquid Death's future seems bright, with room for further growth and expansion.

One
The rise of Liquid Death showcases how unique branding and marketing strategies can lead to rapid growth and success for a company. The brand's humorous and eye-catching campaigns, influenced by founder Mike Cessario's background in punk and heavy metal, have helped it stand out in the crowded beverage industry.

See how people respond to their advertisements and commercials. 

Source: YouTube

Two
Liquid Death's commitment to environmental sustainability and reducing plastic pollution is a core part of its brand mission. By using recyclable aluminium cans and donating a portion of its profits to environmental non-profits, the company is proactively addressing a major global issue.

Three
The success of Liquid Death has opened up new opportunities for growth and expansion, including partnerships with major retailers and introducing new flavoured water products. With a growing customer base and a commitment to its core values, Liquid Death is well-positioned to continue its upward trajectory in the future.