Million Stories
Liquid Death: The Brand That Literally Scared Away Its Competition
  1.  >Liquid Death: The Brand That Literally Scared Away Its Competition


Liquid Death started as a fun experiment for founder Mike Cessario, who just wanted to make his friends laugh. Turns out, it was a billion-dollar idea — but let’s start at the beginning.


As a former creative director, Cessario was tired of catering to corporate advertising clients. He wanted to sell his canned water company with as much creative freedom as unhealthy brands have. With less than $5,000, he launched his business and turned it into the most popular water brand on social media, outshining competitors with clever marketing strategies to “murder your thirst.”


“To come up with truly innovative ideas, you basically have to trick your brain to do something that it thinks is a bad idea,” Cessario says. “Your brain is so programmed to do the things it’s seen a million times before that most of the ideas you come up with, it’s already been done a million times or it’s not actually innovative because it makes too much sense. Almost always some of the best ideas come from unexpected places.”


Liquid Death’s magic isn’t just about good marketing; it’s also about doing good. Recyclable cans are infinitely better for the environment than plastic bottles, and 10% of the company’s profits go towards cleaning up oceans. Watch to learn more about how Cessario got his sustainable product in stores.


Full Episode Description

Click the links below to learn more.

Creative Freedom

Entrepreneurship means autonomy and independence, but that also means you’ve got to handle challenges on your own. See if you’re ready to make the leap.

Do Something Different

Develop a business plan that outshines your competitors’ outdated strategies. People will pay attention to how you’re disrupting the industry.

The EntrepreneurShop

Interested in launching your own idea? Sign-up at our EntrepreneurShop for a free ebook and resources to help you get started.

Speak to Customers

Who does your business serve? Learn how to find an audience and make sure they know your biz can help solve their problems.