How Liquid Death Turned Water Into a Personality

Mike Cesario had an insight that he saw at concerts where the rock stars were putting like water in their cans. So he was like, huh, well, can I use a small budget and design a fake website and some fake cans and ads and see if there's a way to take the most commoditized product in the world, water, build a brand experience around it that appeals to a cohort of people that have been completely ignored by other water companies and essentially break all the rules of how marketing should be done in water. And see if that is even viable before we go all in. And obviously we know what happened with them.

I give the Liquid Death example a lot, and it's, it works in many ways because they create such great aspiration for the brand by being irreverent.