🖤 Unfiltered Genius: What Artists Can Learn from Liquid Death
- Blume Bauer
- May 5
- 3 min read
What if a tallboy can of water with a skull on the front became one of the most talked-about beverage brands in the world?
That’s exactly what happened with Liquid Death, the bold, hilarious, and slightly absurd water company founded by Mike Cessario. But what makes this brand so brilliant isn’t just the packaging—it’s the strategy behind it.
This is a case study in how smart, small-scale social media testing and bold branding turned an unconventional idea into a multimillion-dollar brand.
⚫ The Origin: Water in a Can That Looked Like Beer
The idea for Liquid Death came to Mike while he was backstage at a concert. He noticed artists drinking water from branded cans that resembled energy drinks.
That moment sparked a powerful question:
"Why do we only market bad stuff to kids, teens, and young people?"
What if water—yes, plain old water—had the same rebellious branding as beer, soda, or energy drinks?
That seed became Liquid Death.
⚫ The Liquid Death Strategy: Test First, Scale Later
Here's where Mike's approach truly shines: He didn't start with a polished product in stores.
He started with a $500 ad on social media. That's it.
Mike ran funny, weird, slightly offbeat ads to see how people would react. No big launch. No shelf space. Just tiny test runs of content to see what clicked.
One of his early ads only got around 6,000 views. But it struck a chord—and over time, that same ad got picked up and passed around until it had over 3 million views.
That traction became proof. Mike took those numbers and insights to investors to fund the first physical cans of Liquid Death.
Retailers still wouldn't carry it (the name was too controversial at first), so he sold it online.
And once the demand—and revenue—were undeniable, retailers came knocking.
⚫ Key Takeaway: Social Media = Product Lab
Mike's approach wasn't to guess what would work. He used social media as a real-time feedback tool.
Even if an ad only reached 20 people, if those 20 people loved it, that was a green light. If nobody reacted? Back to the drawing board.
This kind of low-cost, high-value testing is something we can all do—whether we're launching a product, a course, a piece of art, or a brand.
And it doesn't even require ads! Organic posts can be just as telling. Watch for comments, likes, shares, and even DMs—every reaction is data for your creative business.
⚫ Humor Is Memorable
Mike often says:
"Over 80% of people will remember a funny ad over any other kind."
That's part of what made Liquid Death explode. The brand doesn't take itself too seriously.
The ads are ridiculous, clever, and unforgettable.
This is a powerful reminder that funny beats flashy—especially in a saturated market. When your content makes people laugh or raises an eyebrow, they remember you. And maybe even tell their friends.
⚫ Brand as a Character
Another gem from Mike:
"Treat your brand like a character."
For Liquid Death, that character is bold, irreverent, a little dangerous—and proudly ridiculous. Every ad, product photo, and campaign fits into that personality.
This consistency makes the brand feel alive. And fans don't just drink the water—they belong to the tribe.
🐦⬛ Build Smart, Build Weird (But Build Right)
→ Viral doesn't mean lucky. It means interesting. Make people stop scrolling.
→ Humor matters. People remember what makes them feel something—especially laughter. → Use social media like a lab. Small audiences can give you big signals.
→ Let your brand have a personality. A strong, consistent character turns customers into loyal fans.
Mike didn't launch with millions in funding. He launched with a clever idea, a sharp sense of humor, and a few hundred bucks on Facebook.
Sometimes, the most disruptive brands start with nothing more than water in a can—and a wildly good story to tell.
Sweet friends, what small test could you run this week to see if your idea has legs? Let us know in the comments! 🍋
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