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🖤 Unfiltered Genius: What Artists Can Learn from Liquid Death


Tattooed man holding a can labeled "HYDRATE OR DIE." Black and white image with intense expression, focused on bold typography. Liquid Death case study on how they used humor and authenticity to build brand awareness.
Liquid Death Case Study

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.


Hand holding a Liquid Death can, with a box in the background. Indoors, soft lighting, green plant visible. Text: "Liquid Death Mountain Water".
Liquid Death - the water that looks like a beer

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.


Illustration of a man looking sideways with a skeptical expression. Three directional signs read "Test Small," "Think Big," "Stay Authentic." Mike Cessario's motto for his business, Liquid Death.
Mike Cessario's business motto for 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.


A person with line patterns on the skin gazes upward, surrounded by floating social media icons. Dark background, contemplative mood. Mike Cessario of Liquid Death says to use social media as a product lab for testing.

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.



Bottle with "Boring Water" label and can with "Mildly Dangerous Water" against contrasting backgrounds, with text "Drink responsibly...maybe." Using humor in branding - Liquid Death Case Study by The Yellow Studio.

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.


Sketch of a person holding a can labeled "Slunch Saubh," with a confident expression. Detailed line art on a plain background. Treat your brand like a character says Mike Cessario of Liquid Death.
Brand character

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.


White text on black background reads "MARKETING IS A MARATHON NOT A SPRINT" with a skull image. Bold, impactful, motivational. Quote from Mike Cessario of Liquid Death.
Quote from Mike Cessario of Liquid Death

🐦‍⬛ 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! 🍋

Hugs and kisses from Blume Bauer at The Yellow Studio.








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