Mike Cessario’s Post

One of the best creative things I've seen this month. High school seniors from Maryland put up a fake banner in town saying a Trader Joes was coming soon. Then anyone who scanned the QR code to learn more got Rick Rolled. If the masterminds behind this prank would like an internship, have them hit us up :)

Excited to announce the official start of our new CFO, Karim Sadik-Khan who comes to Liquid Death from a 14-year stint at Beam Suntory where he was CFO of their North American business doing $2.5B in revenue. And not only is Karim a beverage finance powerhouse, he also listens to Metallica and Baroness 🤘 https://lnkd.in/gd9mBwYQ

Eminem just dropped an incredible new music video. People who aren't familiar with Liquid Death might be upset. Tell them not to worry, it's just a can of water and a bottle of erectile dysfunction medication. Eminem remains sober for over 16 years now. Watch the full video: https://lnkd.in/gkVcHnuH

On Amazon, Liquid Death is now the #1 ranked best seller for iced tea and the #2 ranked best seller for total water category (still, carbonated, flavored, functional etc). For context, it's combining all Liquid Death SKUs that live on our water category product page and all of our SKUs that live on our iced tea product page. Amazon is a great barometer for true consumer demand for beverage products because Amazon eliminates the variables of physical shelf space and out-of-stocks that are the core drivers of velocities in brick and mortar stores. Amazon is rarely ever out of of stock and it's very simple for shoppers to find exactly what they want. Just look at some of the top ranked best sellers in beverage on Amazon (Celsius, Poppi, Sparkling Ice etc) and they are largely the fastest growing in physical retail as well.

This summer, Liquid Death is doing something no other beverage company has done in the history of the human race: giving away an actual jet. Yes. This is a real jet that goes almost 470 mph with nearly 3,800 lbs of thrust and will come with a valid and effective FAA special certification of airworthiness. (Pilot not included.) All you have to do is go into a physical store and buy as much #LiquidDeath as you can. Then, text a picture of the qualified receipt. Every can you buy gets you an additional entry. So every 8-pack gets you 8 entries, every 24-pack, 24 entries, etc. Max 400 entries per person. For full details or to get started, visit liquiddeath.com/jet

Tired of half-drank 19.2oz Liquid Death cans sitting around your house?

We created a concept for an animated TV series centered around our Liquid Death macot: Murder Man. Worked with former Adult Swim show creator Will Carsola (who is now a creative director at LD) and award-winning animation studio Titmouse. In the show, Liquid Death is merely the villian. Even Murder Man wears a bad disguise most of the show that covers the LD logo on his can head. So it's not about trying to turn this into a long salesy Liquid Death commercial. Just like how Superman is not a commercial for The Daily Planet newspaper where he works. The Adventures of Murder Man is about making a legit superhero spoof show with great jokes and characters and cultural commentary that is as good or better than any other new comedy show. Just like the Simpsons or South Park, we'd bring in great comedians to write and do voices. You can't lean on marketing execs to bring a show like this to life and have it be successful. And thats where "branded entertainment" has largely failed over past decade. Most brands dump way too much marketing in the soup. Which makes it taste awful. Start with crafting a legitimate entertainment product first, then find a way to include the CPG product in a way that doesn't ruin the entertainment (Lego Movie, Red Bull, Barbie).

Boom.