Liquid Death: Mike Cessario
Mike Cessario came up with the idea for a viral water brand by asking himself “What is the dumbest possible idea we could have?” His answer was Liquid Death: an aluminum can of water that looks like a cross between beer and poison. While it seemed self-destructive, the idea turned out to be brilliant: Liquid Death connected with customers who don’t typically buy bottled water, and built a moat around itself by being entertaining and edgy—something most brands struggle with. As a former ad-man with one failed business behind him, Mike initially sidelined his idea when he couldn't find a co-packer to put spring water in aluminum cans. But seven years after launch, Liquid Death is both a water and an entertainment company, with annual revenue well above $100M.
This episode was produced by Kerry Thompson with music by Ramtin Arablouei.
Edited by Neva Grant, with research from Casey Herman.
Our engineers were Robert Rodriguez and Josh Newell.
You can follow HIBT on Twitter & Instagram, and email us at hibt@id.wondery.com.
See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.
- Datum:
- Duur:
Gerelateerde podcastafleveringen
/https%3A//content.production.cdn.art19.com/images/56/ae/46/57/56ae4657-2aa7-4cfc-8ddf-9be24410d5ed/a42755c24a721ea0aaed99c400150d8e67da266430f4bf312684a4bd64e5a1b2f4be14f56746ce0633855e356d7a41a0973d96be2dd0f1d4a174bbe7f456aa4e.jpeg)
Meer afleveringen van How I Built This with Guy Raz
-
Advice Line with Mark Ramadan of Sir Kensington's (June 2024)
Sir Kensington’s co-founder and former CEO Mark Ramadan joins Guy on the Advice Line, where they work through business challenges with three early-stage founders. Today we meet Pat, a physician assistant working to bring his solution... -
Tatcha: Vicky Tsai (July 2020)
In 2008, Vicky Tsai walked away from a startup job and set out to rediscover herself on a trip to Japan. In Kyoto, she had an unforgettable meeting with a geisha, and learned about the face creams and blotting papers that the... -
Advice Line with Steve Holmes of goba Sports Group
Springfree Trampoline founder Steve Holmes joins Guy on the Advice Line, where they answer questions from three early-stage entrepreneurs. Plus, Steve’s tariff navigation guidance for businesses manufacturing products outside of the...