8/15/2023 0 Comments Case of liquid deathIt looked like a tall boy of Modelo, the sort you’d pick up before getting on the train. What? I looked around to see if anyone else had noticed. ![]() That said, I was a little surprised when one of them opened a beer early in the caravan. It was a group of cool people who are used to doing cool things, we can leave it at that, and none of them were particularly surprised to find themselves suddenly relay-racing through Death Valley. There was a freelance copywriter who leads yoga retreats in Wyoming a former model who’s been on the cover of Elle the son of rock legend Alex Van Halen. ![]() In its marketing, Liquid Death is definitely going all-in on punk aesthetics, to a genuinely hilarious degree.Over Memorial Day weekend of last year I ran from Los Angeles to Las Vegas in less than two days with a coterie of rebel influencers. Punks need to found absurd companies and sell products that nobody needs, too, I guess? But if he’s the same Cessario with this Discogs page, then Cessario’s background is legit he’s played drums in Twitching Tongues, Forced Order, Disgrace, and Creatures. That Business Insider piece mentions Cessario’s “background playing in punk and heavy metal bands,” which sounds made-up. This pitch was apparently good enough for Cessario to pull in $1.6 million of seed funding from a bunch of big tech backers like Twitter co-founder Biz Stone, which shows you exactly how much this Netflix guy’s punk rock credibility is worth. We are by far the most sustainable option for packaged water, which is a big driver for why people want to buy from us. There are more vegans at a heavy metal show than Taylor Swift show. Being vegan is extreme, protesting the deforestation is extreme. If you think about it, it makes sense, everything metal and punk is extreme. What makes this appealing for such a large group is that it feels like a niche thing.Ĭessario also says that aluminum cans are more environmentally friendly than plastic bottles and that Liquid Death will donate $0.05 from the sales of every can to environmental causes. ![]() At first, we knew the easiest crowd for us is anyone into heavy metal, punk rock, and that kind of world because they immediately get the joke and get the humor and have never seen anything like it. Initially, some of our thinking was, we wanted to take more inspiration from the beer category because one thing we know in marketing is if you want younger people to want something you have to market to people in their 20s because teens want the thing they can’t have. Liquid Death is just plain water, but it’s in cans, and it’s announcing to the world that “nothing’s better than murdering your thirst.” The Liquid Death cans look like they’re intended for some microbrew IPA, but Cessario says that his idea is to market them specifically to straight-edge punks as opposed to “Whole Foods yoga moms”: That seems to be the pitch, anyway.Įarlier this week, Business Insider published a story on Mike Cessario, a former Netflix creative director who’s starting a new water company called Liquid Death. Liquid Death, a new company that sells bottled water in tallboy cans, is about to open this pit up. ![]() This is some serious motherfucking hardcore shit. There is obviously nothing in this world more punk rock than a Netflix exec getting $1.6 million from tech investors for his canned-water company.
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