one thing I'm not into is single-use plastics it's the healthy mineralized Mountain Water
with a hardcore rocking image and it has a history as crazy as the fact that it even
exists here are the top 10 untold truths of liquid death the company founder worked for
Netflix we help you make marketing and brand the quirky story of liquid Death Mountain Water was
an outside the box idea from the very beginning hugely popular now the whole phenomenon of punk
rock spring water sold in a tall boy beer can has been predicated on the drink itself being
nothing more than a marketing gimmick the company's founder and CEO is Mike Cesario
and using viral marketing to rake in the cash has always been his specialty Cesario is a
creative director at a Los Angeles advertising agency when Netflix tapped him to create online
marketing campaigns for several of their then upcoming series after his viral video teasers
for Netflix originals like stranger things narcos and House of Cards took off and led those shows
to prominence he quickly realized how compelling marketing can be even for products that hadn't
even been released yet so when it came to his deliciously drinkable water idea Mike knew he
had to get creative and rely on his advertising experience Cesario started within his means and
shot his very first liquid death commercial in 2018 before he even had a real can of the
stuff simply to test the concept with consumers the total cost of the advertisement was fifteen
hundred dollars but he spent twice that amount on Facebook ads to get as many eyes on it as possible
it worked as the commercial racked up 3 million views in its first 90 days alongside 100 million
Facebook likes which was more than bottled water competitors like Aquafina or Dasani had in their
entire existence on social media again this is before an actual company or product even
existed how cool is that with so much early success Cesario killed his relationship with
Netflix because liquid death was now very much alive punk rock pumps up the numbers
much like anything else in the food industry bottled water is a business Fiji Water targets
the yoga crowd while Smart Water targets the young and active and in the case of liquid
death they target a niche of their own too the now mainstream success of liquid death much like its
overall image originates directly from the punk rock scene back in 2009 Cesario attended a punk
show as part of the van's Warp Tour and notice the plain old bottled water that was being sold
in the sweltering summer heat lacked the marketing Pizzazz of the edgy in-your-face visuals in bright
colors that tour sponsor Monster energy drinks did but all may not have been on the up and up
bands and celebrities performing on the tour would seem to drink an unhealthy number of energy drinks
but a closer look at the cans revealed it to be canned H2O called Monster Tour water that was
simply packaged nearly identical to the energy drink in the hopes it would encourage sales the
stuff was only handed out backstage to performers and staff and is in high demand into this day
for rockers a single unopened can of Monster Tour water from the 2004 Warp Tour is listed on eBay at
225 dollars that's that's crazy in light of this the question became simple for Mike Cesario if
punk rock branding for water can sell more energy drinks why can't punk rock branding for water sell
more water well the liquid death brand as a whole is now valued at over 700 million dollars whoever
said Punk was dead the punk rock style isn't just for show cream in my coffee and rock and roll the
rock and roll aesthetic of liquid death certainly works on a marketing level but it's not strictly
for keeping up appearances the company's punk rock roots are so legitimate it even released an album
and not just in the New Age Digital streaming version on apps like Spotify and apple music
they even included a limited edition 12-inch vinyl for the hardcore crowd while liquid death was a
hit with investors not everyone was a fan of the concept and the company was a target of online
vitriol for quite some time and another flipped the script move from the company they turned that
bad press into great marketing by 2020 they had seen so much online hate they decided there was
enough content to turn it into a punk rock record smart man smart liquid death brought in musicians
from rock bands like Anti-Flag Alkaline Trio and Rise Against to make the thirst quenching
Tunes come to life lyrics were created using real life social media comments with song titles that
include fire your marketing guy reconsider your life choices and this crap is pure evil and it's
not quite a punk scene of the music and the looks aren't backed up by some cool tattoos
the company's branding connected so well with consumers that liquid death's Instagram page
features pics of over 100 fans who got the company typeface and or skull tattooed on their bodies not
to be left out CEO Mike Cesario himself returned turned the favor after a customer won a contest
by chugging one can of liquid death a day for a whole year and got the Winner's face tattooed on
his arm the Instagram post of the evidence quite eloquently noted we have plenty of customers who
got liquid death tattoos now liquid death has a customer tattoo first time here then become an
official Babble topper by hitting that subscribe button thank you skate or die with all the skulls
rock music and Tattoos the only punk rock staple missing was skateboarding but not to worry liquid
death check that box back in August of 2021 when they released a collaboration with skateboarding
legend Tony Hawk the project was a skateboard featuring liquid death's thirst executioner mascot
with a blood red background that was colored red after the X Games Superstar skaters physical
blood the process entailed taking a vial of Tony Hawk's extracted blood and mixing it with a shade
of red paint to guarantee there was a physical piece of hawk in every board manufactured an
official notary public was on hand to certify the process was true and each skateboard included a
signed letter of authenticity from Mr Hawk with another off-the-wall marketing idea liquid Des
manufactured a total of 100 boards that sold for 500 each with proceeds from the sales going to
non-profits and Charities liquid death might not make you escape like the pros but their marketing
will get you as disgustingly close as you want to get liquid Lifestyles of the Rich and Famous I'm
a very rich Widow with a terrible secret who are you with its eye-catching visuals and against the
odd success story liquid death has drawn the attention and affection of other celebrities
besides punk rock musicians and Tony Hawk outside of the music and skateboard scenes influencers and
artists have flocked to the wicked Waters brand strategy when liquid death officially launched as
a business venture capitalists and investors from famous circles were the first to Pony up and get
a slice of the profit pie this included Twitter co-founder biz Stone Dollar Shave Club founder
Michael dubbin and Luggage designer Jen Rubio the company has also received endorsements and
collaborations from musicians Steve Aoki and Wiz Khalifa as well as actor Joe Manganiello
way with so many well-known names investing and supporting plenty of attention was drawn
to liquid death and it didn't take long before the company was as well recognized as the famous faces
surrounding it the Mayhem has gone mainstream they're everywhere for all the huff and puff
image of being punk in counter-culture and definitely unorthodox liquid death's sales
partners are surprisingly mainstream with the company launching in 2019 it was officially
picked up by Whole Foods in February 2020 and almost immediately became the best-selling
water carried by the organic food chain just six months later in August 2020 liquid death
was stocked in 7-Eleven stores in Los Angeles and San Diego before expanding nationally in
early 2021 liquid death struck up a wholesale deal to sell six packs of water on Amazon by the time
December 2021 rolled around liquid death was also being carried in major supermarkets like sprouts
and Publix a month later in January of 2022 all of this rapid expansion saw liquid death company
value calculated at over 500 million dollars which has since increased over the course of a year
I'm rich with so much widespread availability maybe the underground image Isn't So underground
anymore crazy about sustainability oh wow eco-friendly good whether or not you're
into skateboards loud music and Tattoos liquid death's expansion initiatives have moved their
alternative image to squeaky clean Supermarket shelves while the image may be carefree the brand
is eco-friendly what often gets lost in the shuffle and shock value is that liquid death
still sells a quality product that is authentic clean and refreshing Mountain Water and that
they go to Great Lengths to keep their healthy product healthy for the environment too liquid
death's water is extremely popular in America but it's actually canned in Austria this is done not
only for a high quality product but also for sustainability purposes CEO Mike Cesario has
gone on record that having the product shipped from overseas drastically reduces the company's
carbon footprint because one cargo barge can carry as much weight as 500 big rig ship trucks
and therefore is more efficient than shipping the cans across the USA by traditional methods Game
Changer and as we're about to see once that water has arrived the can it's carried in is
eco-friendly too rock and roll recycling you're gonna goddamn recycle liquid death's mission to
limit its environmental impact is one of the cornerstones of the brand and while they're in
your face slogan promises to murder your thirst they're also extremely focused on eliminating
something else plastic waste noise for every can of liquid depth sold the company donates
10 of the profits to Charities that help fight plastic pollution the cans have an advantage and
that they're also more recyclable than boxed or bottled water sold by competitors approximately
70 percent of every aluminum can is recyclable and already made from recycled materials and in
keeping with the company's unorthodox and in your face style they're taking it a step further to get
the message out for most Mass drink manufacturers and in the United States only about 25 percent of
the plastic in a typical bottle is recyclable so to keep the containers out of landfills liquid
death will send customers a packet of stamps to ship their empties straight back to Coca-Cola
and Pepsi's head offices after all what's more punk rock than sticking it to the corporations
the cans are cool in more ways than one no doubt no doubt no doubt well everyone knows recycling's
cool the aluminum cans used by liquid death are also cool every day over 60 million plastic
bottles are produced across the United States but they're an inferior method for keeping a
refreshing beverage chilled on a hot Summer's Day due to their chemical makeup aluminum cans will
get cold faster and stay cool longer because of the rapid transfer of air in their surroundings
how physics this is in direct contrast to the plastic bottles of traditional bottled water
sold by liquid death's competitors where UV light can penetrate the plastic and act as a magnifying
glass to heat up the liquid so on a hot sunny day a liquid death is a much better option to
avoid guzzling a piping hot beverage that might make you feel like actual death they went viral
on the biggest stage viral viral if there was ever a way to prove your startup a success it would be
to Showcase that startup on the global stage and liquid death did it in the same way that got them
famous in the first place with a viral ad they also did it on one of the most watched platforms
with a Super Bowl commercial the 30-second spot aired during Super Bowl 56 and stuck to its Theme
by having Los Angeles punk rock musician Fat Mike play the background music the kicker was
of course an unorthodox and controversial twist that played into their tall boy can often being
mistaken for energy drinks or alcohol bet you didn't know the ad featured grade school kids
and a pregnant mom knocking back cans of liquid death in a party atmosphere but calmed everyone
down with a big finish by using the tagline don't be scared it's just water if controversy creates
cash liquid deaths will be doing it for a long time thirsty for more just tap or click for more
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