"No retailer will ever put Liquid Death on the shelf in the US," said Mike Cesario, founder and CEO of the canned water company Liquid Death, now valued at $1.4 billion. Surprisingly, it all started with a big joke. For years, marketers have portrayed water as a "girly drink" for yoga moms with cute brand names and dainty bottles. Cesario flipped this narrative, creating a brand that turns heads and challenges norms. When people first hear about Liquid Death, they often think it's an alcoholic beverage. However, it's just canned water with edgy marketing. Mike Cesario asked, "What if you could make water cool?" He believed, "A brand transcends functional benefits. If your brand is just functional benefits, then you don't have a brand." The Genesis of Liquid Death Before launching Liquid Death, Cesario worked at a marketing agency in Nashville, creating ads for Netflix, Apple, and others. One campaign for a milk company bra
"No retailer will ever put Liquid Death on the shelf in the US," said Mike Cesario, founder and CEO of the canned water company Liquid Death, now valued at $1.4 billion. Surprisingly, it all started with a big joke. For years, marketers have portrayed water as a "girly drink" for yoga moms with cute brand names and dainty bottles. Cesario flipped this narrative, creating a brand that turns heads and challenges norms. When people first hear about Liquid Death, they often think it's an alcoholic beverage. However, it's just canned water with edgy marketing. Mike Cesario asked, "What if you could make water cool?" He believed, "A brand transcends functional benefits. If your brand is just functional benefits, then you don't have a brand." The Genesis of Liquid Death Before launching Liquid Death, Cesario worked at a marketing agency in Nashville, creating ads for Netflix, Apple, and others. One campaign for a milk company bra
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