What Liquid Death Loves About Weird Internet Culture

Mike Cessario on his entertainment playbook

Junk-food brands are well versed in funny, bold marketing. But why can't healthier brands also be hilarious and irreverent? Mike Cessario asked himself that question in launching Liquid Death, the canned water brand. On this episode of On Brand, Mike takes us through his marketing playbook—from the amusing heavy-metal and punk albums Liquid Death created (with lyrics pulled from nasty online comments) to its Cutie Polluties stuffed animals. He also reveals the best advice he's gotten, and muses on other ways Liquid Death might infiltrate weird internet culture going forward.

On Brand is our regular video interview series with CMOs and other top brand leaders. For more about the show, or to take part in the series, please get in touch.

Tim Nudd
Tim Nudd was editor in chief of the Clio Awards and editor of Muse by Clio from 2018 to 2023.

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