Cessario: Liquid Death's 'sell your soul' campaign was originally pitched to Callaway
Mike Cessario · Liquid Death: Mike Cessario · Jan 22, 2024 · at 10:50
Liquid Death founder Mike Cessario discusses an ad concept he created at an agency that his boss refused to pitch to Callaway Golf, which he later recycled for Liquid Death.
0:00 / 0:11exact quote · 11.9s
720p mp4 · rendered on demand · StarZero watermark
“What's funny is it didn't get made. And then, whatever it was, 10 years later, I finally made the idea myself for Liquid Death, and it's one of our most successful things that we've done.”
quote is from the automated transcript, cleaned for reading: filler sounds and stutters are removed, nothing is rephrased. names can be misheard (the analysis reads context, assessments check outside sources). how →
More from Mike Cessario
Cessario: Brand Is the Moat Because Giant Corporations Can't Create Brands
“Brand is the moat, and I think it's hard for people to wrap their head around what that means, but there's a lot of Sort of historical precedents to show that that's the case... It shows that giant companies are really bad at creating brands. Like they, there'…”
Cessario: Sponsored action sports athletes do not actually drink energy drinks
“The reality was, it was all bullshit. Like, these guys are actual athletes. Like, they have trainers. They will not be drinking this much caffeine and sugar.”
Cessario: Action sports entertainment used by Red Bull is a limited genre
“All we are doing is we just want to make legitimate entertainment, not marketing. And it's a tried and true Approach that Red Bull was very successful with, Monster was very successful with, where they blur the lines between an entertainment company and a beve…”
Cessario: The era of brands lasting 50 years is over
“Yeah, I mean, I do think that the era of brands lasting 50 years are no more. Because of the internet and technology.”
Cessario: Early alcohol brands succeed through bartenders and tastings, not brand marketing
“What I realized then was, with alcohol, so much of it isn't marketing. It's like this, Getting it into like the cool craft cocktail bars and getting bartenders on board and doing tastings. Like it wasn't really at that level about, you didn't have the money fo…”