Liquid Death: The Power of Provocative Packaging | Ep 18

Mike Cesario: Mike Cesario is the founder and CEO of Liquid Death, a rapidly growing beverage company known for its unique branding and bold marketing strategies. Prior to starting Liquid Death, Mike had a background in advertising and creative direction, having worked with various ad agencies. He also has roots in the punk and metal music scenes, where he honed his design and conceptual skills. Mike’s innovative approach to branding has positioned Liquid Death as a standout competitor in the beverage industry. In this compelling episode of "Package Unbox," host Evelio Mattos dives deep into the creative and strategic world of Liquid Death with its founder, Mike Cesario. Mike shares the riveting journey from a photoshopped can of water to becoming a booming beverage brand. The episode sheds light on the importance of packaging in building a brand, the power of social media as a field-testing resource, and the punk ethos that drives Liquid Death. With relevant insights into how big brands make mistakes and why traditional marketing doesn't always work, Mike explains how Liquid Death carved its unique identity. The conversation includes the brand's viral initial marketing strategy, utilizing a $1,500 ad and a strong social media presence to draw attention. Mike discusses finding the right people, linking product quality with edgy branding, and leveraging user-generated content to keep the brand authentic and engaging. Social Media as a Testing Lab: Social media platforms offer an unparalleled opportunity to field-test concepts cheaply and effectively, providing genuine feedback and engagement from potential customers. Unified Concept Development: Successful branding requires a cohesive connection between the product and the brand message, ensuring even edgy or ironic elements are meaningfully tied to the product. Product Integrity: For sustained success, the quality of the product must back up its branding. A strong brand may attract initial interest, but enduring appeal hinges on product excellence. Innovative Marketing Strategies: Traditional marketing methods are less effective than creative and entertaining content that aligns with audience interests, such as Liquid Death's use of humorous and ironic elements to engage and expand their audience. Cross-functional Teamwork: Effective business building involves assembling a team where different members contribute complementary skills, ensuring both creative vision and operational efficiency are addressed. "Social media is the greatest field testing resource in the history of humankind." - Mike Cesario "Great advertising is the quickest way to kill a bad product." - Mike Cesario "Packaging is the one thing you should spend all your money on first because it's what people talk about." - Evelio Mattos "The appeal of Liquid Death is way broader than I ever thought it would be." - Mike Cesario "You don't have to be a business person to create your own business." - Mike Cesario Follow Mike Cesario on Twitter and LinkedIn. Check out Liquid Death's website: liquiddeath.com Learn more about the album of hate songs Liquid Death released here. Dive into this insightful episode to uncover the revolutionary strategies Liquid Death employed to disrupt the beverage industry, and learn how packaging, social media, and unconventional marketing can transform a niche product into a household name. Tune in for more enlightening content from "Packaging Unboxd! Connect with Evelio Mattos: https://bit.ly/EvelioMattos