The Rise Of Liquid Death | Full Interview
Hear even more from the man who made canned water cool in our full, uncut interview.
In October 2022, CNBC Make It interviewed Liquid Death founder and CEO, Mike Cessario, at the company headquarters in Los Angeles, CA. Cessario spent years figuring out how to make water cool and now his brand is valued at $700 million. He attended the 2009 Warped Tour and realized bottled water lacked irreverent marketing like that of energy drinks. With about $1,500, Cessario created a commercial before he had an actual can of water. It went viral and investors saw potential in the brand. Liquid Death has raised $195 million and is on track to reach $130 million in sales by the end of 2022.
Chapters:
00:00 - Growing up
13:35 - Early career
20:00 - From advertising to entrepreneur
32:52 - Launching Liquid Death
39:09 - From DTC to retail chains
45:15 - Liquid Death sales
55:05 - Appeal of the brand
Produced by: Zach Green
Senior Managing Producer: Sam Rega
Camera: Andrew Evers
Editor: Marisa Forziati
Animator: Gene Kim
Reporter: Tom Huddleston
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How Liquid Death Founder Made Water Cool | Mike Cessario Full Interview
Пікірлер: 58
Dude made millions selling a can of WATER. Insanely great marketer
@zeusdazzy945
Жыл бұрын
He sold his soul to the devil
@adityarifqi5286
Жыл бұрын
@@zeusdazzy945 wkwk
@chuckscott-cy7iq
9 ай бұрын
@@zeusdazzy945 Prove the existence of the devil.
@FullFrontalExposure
8 ай бұрын
@@zeusdazzy945your opinion is a lie😂
@Bli-qr3gg
8 ай бұрын
Almost as good as me
I love how this is free. I feel like this interview, full of so much valuable insight, could have been done at a $3000-a-ticket marketing seminar.
One hour let’s goooo
Really cool idea. Interesting to hear about the process of creating a bussines around it too.
the oxymoronic nature of the name 'liquid death' and water proved to be a genius move.
Great marketing content He is real dude Good luck!
Liquid death and The Simpsons nice Collaboration
Liquid Death donated toys and drinks to one of our fundraisers (dog rescue). 💗 LOL, it was for our Howl-O-Ween party! Very appropriate! 💀
Very interesting to hear the actual guy at the point of success, and his utterly grounded state demonstrates a bunch of key personality traits required for entrepreneurs... Talk for 60 minutes on every topic with passion precision and clarity, not stressed by sny challenge, low funds or huge growth are viewed the same way... And sharp enough to know all the numbers. But honestly this guy's career path was almost destiny defining, from skater boi to punk rocker to advertising creative... How the middle class leverage the freedoms of youth into to an expectation mindset. I'm guessing he also has some good partners/advisors. The ability to network and negotiate to get stuff done... And his keyword is 'fun' , but hearing how an experiment with liquor saddled with legislation was still endured is testament to his grit. Entrepreneurs need tenacity above all else.. Came here expecting to hate on this brand, but I like him... Although still not a fan of consumer 'goods' like this, it's not saving the planet that's for sure, marketing knows when to stop talking... Aluminium processing is energy intense for a start. But at least it's not killing all the dumb kids who buy sugary cr@p, and not like the brands who profit from the deteriorating health of the ENTIRE NATION...
@xbrandon2252
Жыл бұрын
Shut up, you obviously buy plastic and consumer goods, no one’s perfect
@colesisler582
8 ай бұрын
Big time advertising creative here with a reply irrelevant to creative advertising, lol. Liquid death does make some sugary crap in the form of the seltzers, it’s just not as “crappy” as some of the other sugary crap on the market. Not knocking them necessarilly. It just shows that some people legitimately just can’t drink water.
Fascinating story…
Absolute genius.
The fact that this was a successful companies shows how dumb we are. Water in a beer can called liquid death should sound stupid to a rational person
@cchege
11 ай бұрын
The can was modeled after monster. Not beer. Did you not watch?
@lars2894
5 ай бұрын
That's the whole point. No "rational" person would buy this, there are many other brands that sell "healthy" drinks for the same price. Liquid Death is a product that targets the lower and middle class who are easily impressionable and choose a trendy lifestyle over thinking for themselves. It targets people who value looks over substance, who are the vast majority in this country. This video is a great lesson demonstrating that no conscientious and moral person ever became wealthy in a short period of time.
The interviewer did not want to do this interview. Where’s the energy smh?
47:00 wow (just like JustinP said, Media company that happens to sell a product)
Is this a repost?
@v1d300
Жыл бұрын
Is it? They did upload a smaller 10-15mins video of this. Maybe thats whats you are thinking about?
@maenad1231
Жыл бұрын
They have a 10 minute video that features clips of this interview but I’m pretty sure this the first time they uploaded the full interview
@colesisler582
8 ай бұрын
Look at the channel name and the watermark, this would be copyrighted by now if it was.
Does anyone know where to see that polar bear themed Soda PSA? I wish he would of used something like monkfruit if he wanted a natural sweetener. Almost no absorbable calories & no fructose And he’s so right. I don’t share LD on social media but irl multiple people have stopped and talked to me for no other reason that I was drinking a beverage called “Liquid Death” in such an aggressive can. Unexpected but not unwelcome because none of the comments impolite. Lol
Liquid death rules
Thats why I stopped buy plastic water it adds up very quickly even for one person. One gallon for an active person a day is 11 bottles a day times 365 is =4015 bottles a year.
Lawsuit!!! Possessing innocent people!!!!! Lawsuit!!!
Bell & Ross watch.. nice, unconventional
Bro... it's been 2 months now that The target and Walmart In Chula vista hasn't had the tea flavors ... smh all they been having is water yall slacking
Liquid Death is awesome if you’re in a band or in the punk rock community. A lot of us are sober and you hang out at bars and venues all the time and drink water without looking like a total weirdo.
@maenad1231
Жыл бұрын
+1
@pspT61
Жыл бұрын
Drunk or not humans need water.......Your weird and super DEAD if you don't.
whats up with all the crypto scams in the comment section?
Yeah but where did all the money come from? He didn’t start with $5
@anthony_barba
Жыл бұрын
Bootstrapping an idea builds momentum and that attracts investors.
@Troonielicious
Жыл бұрын
@@anthony_barba you also need capital to do that lol
@anthony_barba
Жыл бұрын
@@Troonielicious he had a job and he said it cost less than 5k to make 100k in one month.
@v1d300
Жыл бұрын
He mentioned in the interview he created a hype video of sorts to validate the idea. After it got traction, views and demand he went to the investors based on the social proof and actual order demand to actually create the product.
1:03:20 attached to culture and not a niche
You need to be sued for possessing innocent people!!! Lawsuit!!!!
I refused to drink this because of the name.
@mixrable1212
11 ай бұрын
Cool, nobody cares
@IndigoCosmic
11 ай бұрын
@@mixrable1212 You obviously care enough to respond to my comment so STFU
Tell us you worship Satan without telling us you worship Satan
“Surely You set the wicked-minded and immoral on slippery places; You cast them down to destruction.”-Psalm 73:18 God will judge you for going against his Kingdom
So cool! But I dont get it why is the interviewer like online what the heck
@zachgreen
Жыл бұрын
He's on the West Coast and I'm on the East Coast. It was easier for me to ask questions over Zoom.