Part 1/9:
The Unlikely Success of Liquid Death: How a Water Brand Became a Social Media Phenomenon
From Humble Beginnings to a Billion-Worthy Idea
Mike Cessario, the founder of Liquid Death, never envisioned creating a brand destined for billions. His original goal was far simpler—he aimed to make his friends laugh with a humorous take on marketing. Recognizing a pattern in consumer culture, Cessario noted that the most popular and edgy marketing campaigns came from unhealthy beverage brands, often characterized by irreverence and boldness. With that in mind, he decided to turn the tables: create a healthy product—water—and market it with the same rebellious, provocative attitude typically reserved for soda or energy drinks.