I’m super excited to share with you one of the most brilliant branding and marketing strategies I’ve seen in years! 

It’s called Liquid Death, it broke all the rules and in less than 5 years from conception is valued at over $1.4 billion dollars!  But more on this in a minute.

BACKGROUND STORY...

Mike Cessario created this brand in 2018 but the inspiration came from attending a heavy metal concert in 2009 that was sponsored by Monster Energy drinks. 

He discovered that the band members didn’t want to drink the energy drinks on stage so Monster created specific branded cans filled with water so that the band members had the appearance of drinking their famous energy drink while performing and yet were staying hydrated with just good old H2O.

It got Mike thinking about packaging healthy products like water in a way that would be unconventional, unapologetically attention-grabbing and fun!

MARKET TESTING

In 2018 he created a 3D rendering of his...