How Water in a Can Became a Billion-Dollar Business

THIRSTY … FOR CASH –

March 16, 2024 – In other words, the branding is one of the main selling points. The name “Liquid Death” refers to the idea of “murdering your thirst,” as well as “death to plastic,” according to founder and CEO Mike Cessario. Liquid Death beverages are packaged in aluminum, which is more recyclable than plastic. One TikTok video got nearly 23 million.

“We want to create truly healthy, better-for-you beverages, but just do so in the same funny way that typically unhealthy brands get marketed,” Cessario said in an interview with NBC News.

He said junk food brands and beer are also known for using comedy, but do so in the service of selling an unhealthy product.

“We’re making fun of the s—– corporate marketing that everyone hates,” Cessario said. “People now spend $10 a month for ad-free services because they have no entertainment value. We’re making fun of marketing with our brand.”

The brand has also grown a large following on social media, with five million followers on TikTok and 2.9 million on Instagram. Cessario, whose background includes working on viral campaigns for Netflix shows like “Stranger Things” and “House of Cards,” has worked with influencers like Blink 182 drummer Travis Barker, former “Jackass” star Steve-O and comedian Bert Kreischer — the latter of whom is now an official investor.

The company’s TikToks usually rack up hundreds of thousands of views, with one getting nearly 23 million.