Peter Pham’s Post

When Mike Cessario talks, people flood the aisles. Mad props to the people who chose the hard floor when all the seats were instantly taken. That’s commitment. Perhaps they were there to see the worlds best brand ambassadors - Peter Pham, Andy Pearson and Daniel Murphy - rip open 12 packs and pass out Liquid Death tall boys to an eager audience while the Master of Ceremonies sternly directed people to clear the aisles. Water or no water, the MC made it clear she wasn’t going to have a fire hazard on her watch. That kind of unexpected chaos, in an otherwise traditional arena, gives me the goosies and perfectly sets the stage for the ultimate disruptor. Murder your thirst with this mango chainsaw masterclass from Mike Cessario: ✨”It’s the 1950’s all over again. When TV was new, you had to make real entertainment.” ✨”Marketing is easy. Entertainment is hard.” ✨”Entertainment is a product. You pay to watch it. Marketing doesn’t have to be good because they pay you to watch it.” ✨”Making entertainment requires a different model. Unconventional hires and an unconventional approach.” ✨”Have a brain trust of funny people. Our team is like an SNL writers room.” ✨”Brand means more than the products ingredients. Brand is what your company means to people outside of the functional benefit of your product.” ✨”Small bets help you find the big wins. You need volume to find the hits.” ✨”You can only find your Napoleon Dynamite if you’re trying a bunch of different things.” ✨”Spending big and being ignored is reckless. Trying to mimmic a big company as a small company is reckless. We can’t afford to buy the eyeballs like the big guys do.” ✨”Treat marketing like a product worth paying for. Treat marketing as a separate product. Something people are going to want to share.” ✨”Produce something for cheap and get a lot out of it. The smart business thing to do is to make $1 equal $100 every time.” ✨”Marketers can be too literal about making sense. If you can confuse people, you can stop them. There is value, to some degree, to something that doesn’t make sense. Not crazy for the sake of crazy. Contextualize it so the crazy makes sense.” ✨”We have actual stand up comedians who are giving us ideas and writing stuff for us.” ✨”The unhealthy things just look so much cooler. If you want teens to think something is cool, market it to people in their 20's”. ✨”With Liquid Death we asked ourselves, how can we use branded humor to promote health to people who don't care about health? We’re making healhty products for people who dont normally use healthy products.” ✨”The bigger you get, the harder growing gets, the more you need to push the envelope.” Bammedy Bam Bam Boom 🖐️🎤 📷Rotonde Stage, Cannes Lions International Festival of Creativity

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Winning is good. Knowing you challenged yourself and everyone around you to be better, think bigger and push every limit to reach a new level of excellence FEELS good.   People cheer the win at the 1,000th strike that finally cracks open the stone 😅 And while we should revel in that moment of triumph, we should equally celebrate the 999 hits that came before it 🪓 The 999 things that had to be true for that moment to be true is where the real magic lies. For it is not the win itself, but rather the muscle memory underneath the win that will lead to the next triumph. The collaboration between E.L.F. BEAUTY and Liquid Death was my favorite path - the path of most resistance. And I mean RESISTANCE.   It took the collective power of all 5 C’s to bring Corpse Paint to life: 🪓CURIOSITY Spending time with things you don’t know. The quench for the unknown led me to murder my thirst in all things Liquid Death. Everything about this brand inspires: their renegade spirit, their anti-conformity, their disdain for the status quo, their uncompromising discipline. I began studying Mike Cessario. 🪓COURAGE The more I learned about the brand, and more importantly the bad ass mother f*ckers behind it, the more I wondered if we were cool enough, disruptive enough, funny enough, clever enough or daring enough to share the same space. I bravely powered through my insecurity and pursued them with tenacity. 🪓CONVICTION The path to yes was not linear. Our yes energy was counteracted by their no energy. And yet, we pursued them relentlessly. For well over a YEAR. Like a stalker. 🪓COMMUNITY I knew exactly the bolt of ⚡️ I needed, Peter Pham. He led me to Daniel Murphy. We got to know each other better through our PTTOW!community. I then went down to Venice Beach with Patrick O'Keefe to break bread with Dan and convince him that we were the ones. Dan then brought Andy Pearson and team to the table. We (finally) won them over. 🪓CREATIVITY A Corpse Paint collection in a ⚰️ launched on a random Tuesday in March. Black metal. Glothar. Vegan goats blood. We weren’t just disrupting norms, we were pushing them over the cliff. With the right pushing and pulling, we landed right at the edge without going over. And that’s a glorious, exhilarating feeling.   You only grow if you stretch, personally and professionally. Death to the status quo. Champion the path of most resistance. I promise you the view from the tallest mountain or highest cliff is where you see all that’s possible in front of you.   👏A roaring toast with Vegan Goats blood to the exceptional teams at E.L.F. BEAUTY and Liquid Death that leaned into the discomfort, becoming each other’s force multipliers of irreverence, audacity and bold disruption. They are the glory behind the 999 strikes of the 🪓 🙏 to the Cannes jurors for recognizing our hard work🦁 📸 e.l.f. and Liquid Death at the Cannes Lions International Festival of Creativity with a bronze award for our Corpse Paint collaboration ☠️

Are you going to Cannes this year? Do you want to get splashed with special sauce from up on stage like some kind of weird marketing version of a Gallagher show? Come out to the Tubi Cabana on Wednesday 6/19 to hear Daniel Murphy and me spray as much Liquid Death sauce as we can with Ad Age's Tim Nudd. RSVP here: https://lnkd.in/gWJAwKD8 #liquiddeath #cannes #canneslions