#Case of liquid death series#

Within three months, Liquid Death had more Facebook followers than Aquafina, and the ad had more than 3 million views. He shot the first Liquid Death commercial for $1.5k and spent $3k on paid Facebook ads. Having worked on several viral promotions for Netflix, including campaigns for “House of Cards,” “Narcos,” and “Stranger Things,” Mike Cessario is familiar with eye-catching marketing. Liquid Death’s Branding: Nothing murders your thirst better than water Mike Cessario says the brand was initially designed for heavy metal and punk rock fans who immediately understand the humor behind the brand and its campaigns. This led him to create a water brand that the bands actually enjoy drinking while performing.Ĭessario’s background playing in punk and heavy metal bands influenced Liquid Death’s branding, which speaks to the straight-edgers that eschew alcohol and drugs. However, when speaking to the bands, he learned that they preferred to drink water while performing, but had to put water in an energy drink can due to their sponsorship requirements. Mike Cessario said that during the 2008 Warped Tour, he noticed energy drink companies heavily sponsor rock bands and rock tours.

Despite the name, Liquid Death is nothing but good old-fashioned H2O, served in a tallboy can. Former Netflix director Mike Cessario founded the brand back in 2018.

#Case of liquid death series#

A “Hydrate or Die” T-shirt can be had for $26.A couple of weeks ago, Liquid Death announced they had raised $75 million in Series C funding round that values the water brand at more than $500 million. Liquid Death also sells at more than 1,000 7-Eleven stores in California, and it sells, as it always has, directly to customers, who can select either mountain water or sparkling water, and buy a T-shirt or hoodie from a growing merchandise store on their way out of its online store.Ī 12-pack of tallboys costs $16. It put the cans on its shelves back in February, around the same time that Velvet Sea led the company’s $9 million Series A round. Indeed, our favorite part of the product has long been its promise to “murder your thirst.” (It’s water in an aluminum can, after all, so other differentiators are hard to come by.)Ĭlearly, plenty of other people are amused enough by the company’s inventive marketing that its products are selling, including at Whole Foods. We talked with Liquid Death founder Mike Cessario, who was formerly a West Coast agency exec, not long after he launched the company to the public, and he argued at the time that canned water could give sugary energy drinks like Rockstar, Monster and Red Bull a run for their money if it was also named like a heavy metal act. The company, originally incubated with the help of the LA-based startup studio Science, has now raised a little more than $34 million altogether. Backers in the round include an unnamed family office Convivialité Ventures, which is Pernod Ricard Group’s venture arm the musician known as Fat Mike and earlier backer Velvet Sea Ventures.

In what began as a kind of funny, savvy marketing stunt that has since gained traction, a nearly three-year-old, Santa Monica-based startup that sells water from the Austrian Alps under the brand Liquid Death has raised $23 million in Series B funding.