Liquid Death

“When you have a really good idea, you could film it with an iPhone sometimes, and it'll actually still be good. But when you have an idea that's not very good, you have to start throwing all this production value at it to have something that people care about,…”

“If we would have just posted a video of Tony Hawk doing a crazy skate trick, it would have gotten no engagement on our social, but we found a funny way to use him where we take his blood and mix it into ink that we printed limited edition skateboards with and …”

“Had we, you know, been able to see the future and known, hey, we would have brought a retail person on way earlier to help us navigate this space that, that definitely would have been something we did.”

“All the junk food does all the fun marketing. Healthy stuff is very quiet. You know, they more market to like an older demographic. They don't do anything fun”

“Even the Superbowl commercial that we did, that was the beer commercial with the kids. I think all in, we spent a hundred grand on that commercial when other companies are spending millions of dollars.”

“Beverage competitors were coming and pulling those stickers off their competitors' cases, so when the guy came over to try to scan it, he couldn't scan it. He's got a lot of shit to do. He's not gonna go all the way to the back and go print out new stuff. He's…”

“You're almost constantly raising as a startup, especially in beverage that's very capital intensive. It's like, you have to get to a certain level before A beverage company can become profitable unless you're selling a nine dollar can of something that's got 8…”

“We think about our marketing team more like we are Saturday Night Live. You know, like, Saturday Night Live has a group of professional writers, comedians, who are writing these funny skits day in and day out. They have celebrity guests that come in. You have …”

“I like to think that we're, you know, Not that far off from what you see in a brand like Monster or Red Bull, you know, just a, you know, much bigger brand known for sort of blurring the lines between being an entertainment company and a beverage brand. Like, …”

“We've Kind of dramatically changed our approach to content and not to slander either of these two companies. It's just two different strategies. Moving more from the Netflix approach to the HBO approach”

“We got into bad distributor contracts in the early days where it was like, you sign these contracts with these distributors. They're terrible distributors. And literally there's no way to get out of them unless you have to pay them to get out.”

“In four months, we have more social followers than Awkwafina.”

“Like Liquid Death would have never made it through a focus group at Coca-Cola.”

“But the brand is what you can truly own, and that really is your moat, more so than most brands think it is. They think their moat is an ingredient, or they think it's something else. It's not really. It's like anybody can replicate your formula It's your bran…”

“To film him taking blood and showing us silk screening skateboards, that cost like 10,000 dollars to shoot that.”

“Like, I always say, it's like, if you, if there are people who truly love something, there has to be people who truly hate it. It is not possible to make something that Everybody loves. All it's possible is to make something that everybody doesn't really give …”

“And then I think the other part of it is the current state of social media. The fact that if one person doesn't like your commercial, they can go make a bunch of noise on your brand social page about it, and now the brand is like, oh, two people said they hate…”

“The reality is doing a little thing often takes as much time and headache and even budget sometimes is a big thing. And it's like, you have all these things to manage and it's sucking everybody's time up and You know, by design, most of it's not going to be li…”

“I think a big part of it, and this is, you know, a guess, is the current, two things, the current state of data. People are trying to make too many decisions based on data, rather than insight of what's funny. It used to be like people in an agency were saying…”

“The marketing and brand makes people love the product, but that's just the beginning. Then it's like when you're in the store, when a store orders product, oh, we need more liquid debt. They order liquid debt. A distributor comes, drops cases off in the back o…”