The founding father of Liquid Demise water, Mike Cessario
Mike Cessario is a advertising and marketing genius. In only a brief period of time, he’s constructed the quickest rising water model within the nation, Liquid Demise.
The canned water startup, has 1.4 million Instagram followers on Instagram.
He’s made water cool.
And take into consideration that for a second. There’s nothing thrilling about water. So, that’s no small feat. I imply, have you ever ever thought of following Dasani or Aqua Fina on social media?
Cessario comes from a advertising and marketing background. He was a Artistic Director working for companies, like: VaynerMedia, Porter & Bogusky and Avenue League Skateboarding.
He had success and was having enjoyable however on the finish of the day, it was only a paycheck. It wasn’t something that he was actually keen about.
He has at all times been keen about well being and health and he was bored with all of the unhealthy manufacturers, like beer and vitality drink firms, attending to do the good promoting.
What if he took one thing wholesome and put a cool spin on it?
That’s when Liquid Demise was born. However it was a gradual course of. It didn’t occur in a single day.
Cessario mentioned, “Lots of people suppose you simply get these genius concepts whenever you’re within the bathe in the future. I’m like, ‘No. It was this piece of wooden that I chopped away at for a yr or two till I lastly found out what it needs to be and had all the main points found out and thought via. It was meticulous.’”
He had a genius technique to see if folks would reply to the model.
He mentioned, “We launched Liquid Demise on Fb first, regardless that we didn’t even have a product. We shot this little $1500 industrial, utilizing a pretend cam. And we made it appear actual, simply to check the thought first. We wished to see how folks would react to it first. We wished to discover a low-cost option to see if it might work. And 4 months in, the video had about 3 million views. And the web page had 80,000 followers.”
Cessario continued, “We’re an leisure firm first. We don’t wish to make advertising and marketing. We wish to make folks snicker. And we wish to be the funniest factor in somebody’s feed for the day. That’s our aim.”
And it’s working. The corporate has lately been valued at $700 million, which is fairly superb for the reason that firm simply launched in 2019.
Their branding is so nice, that they actually have a sizeable merch enterprise. They’re promoting hundreds of thousands of {dollars} of merch a yr and so they’ve seen 100% yr over yr progress within the class.
A water firm promoting merch is extraordinary. Have you ever ever thought of shopping for a Poland Springs or a Perrier hoodie?
The merch has punk rock imagery and a voice that doesn’t take itself too critically. It’s been an enormous success.
Their motto is, “Homicide your thirst.”
When prepping for my interview with Cessario, I researched their merch and virtually purchased a hoodie however I needed to cease myself as a result of I hadn’t even tasted their water but.
It’s that good.
And I’m not the one one who thinks so.
They lately partnered with Martha Stewart on a Dismembered Moments candle and likewise with Bert Kreisher’s model, Physique By Bert.
However Liquid Demise is greater than a startup with a advertising and marketing savvy founder and a few cool advertisements. They really care concerning the planet, which is why their water is simply accessible in cans.
In response to globalrecycle.web, solely 9% of the world’s plastic is recycled. There are 80,000 varieties of plastic resins however solely 4 sorts are recyclable. They relaxation are extraordinarily tough to recycle as a result of they might all require completely different processes.
Cessario was critical about placing his water in cans, that are infinitely recyclable. In addition they donate a portion of their gross sales to combat plastic air pollution.
Liquid Demise is the right mixture of a top quality product with nice advertising and marketing, whereas additionally supporting a worthwhile trigger.
I hope they by no means change.
