Mike Cessario Is A Marketing Genius
Mike Cesario is a marketing genius. In a short time, he created the fastest growing water mark in the country, liquid death.
The bottled water startup has 1.4 million followers on Instagram.
He boiled the water.
And think about that for a second. There is nothing fun about water. So it's not a small thing. I mean, have you ever thought of following Dasani or Aqua Fina on social media?
Cesario has a background in marketing. He has worked as a creative director for agencies such as VaynerMedia, Porter & Bogusky and Street League Skateboarding.
He succeeded and had fun, but in the end it was just pay. It wasn't something he understood.
He has always been into health and fitness and was fed up with unhealthy brands like beer and energy drinks making healthy commercials.
What if he took something healthy and made it fresh?
Thus, liquid death was born. But it was a slow process. It didn't happen overnight.
Cesario says, “A lot of people think that these great ideas come to you one day while you're taking a shower. "No. I carved this piece of wood for a year or two until I finally figured out what it should be and figured out the details. It was complete."
He had a great strategy to see if people would respond to a brand.
He said: "We first launched Liquid Death on Facebook, even though we didn't have a product. We shot this little ad for $1,500 with a fake camera. And we made it real to test the idea first...we wanted it. To see first, how people would react to it, to see if it worked. We wanted to find a way that wasn't. And in 4 months, the video had about 3 million views. And the page had 80,000 followers.
Cesario continued, “We are first and foremost an entertainment company. We don't want to do marketing. We want people to laugh. And we want to be the funniest thing on someone's feed for the day. This is our goal.
And it works. The company was recently valued at $700 million, which is impressive considering that the company only started in 2019.
Their brand image is so good that they even have a large merchandising company. They sell millions of dollars worth of product a year and their category has grown 100% year over year.
The water supply company that sells the product is not known. Have you ever considered buying a Polish Springs or Perrier hoodie?
Murch has punk rock imagery and a sound that doesn't take itself too seriously. It was a huge success.
Their motto is "quench your thirst".
In preparation for my interview with Cesario, I researched their merchandise and purchased a hat, but I had yet to test their waters, so I had to hold back.
It's great.
And I'm not the only one who thinks so.
They recently teamed up with Martha Stewart for the Fragmented Moments candle, as well as Bert Kreischer's Body By Bert brand.
But Liquid Death is more than a startup with a founder who can do great marketing and advertising. They really care about the planet, so their water is only available in bottles.
According to globalrecycle.net, only 9% of the world's plastic is recycled. There are 80,000 types of plastic resin, but only 4 types can be recycled. The rest are very difficult to recycle, because they all require different processes.
Cesario was sad about drinking water in endless reusable bottles. They donate a portion of their sales to the fight against plastic pollution.
Liquid Death is the perfect combination of quality product with great marketing and supporting a worthy cause.
I hope they never change.
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