What’s scarier than water? Did you see Titanic, Open Water, Jaws, Moana? I mean, come on. They say that it’s a life-giving force and that you need it to live, blah blah blah, but it’s basically a tasteless, tidal wave-making, storm-brewing killer. Entrepreneur Mike Cessario took that idea and put it to work, marketing the thirst-murdering, cool kid-drinking, alpine water in a can: Liquid Death.
…one West Coast agency creative-turned-entrepreneur, Mike Cessario, is hoping consumers’ love of cans and brands that sound like heavy-metal musical acts can be combined to sell something else: mountain water from the Austrian Alps. The name of his company? Liquid Death.
It’s a bit of a joke, but one in which Cessario very much includes the customer. After all, if people are buying water anyway — it was a $240 billion market as of 2017 and is expected to continue growing along with fears about contaminated water — why not put in an aluminum can, which can be recycled far more easily than a plastic bottle, and why not give it a brand that’s grimly funny?
While the edgy, hip, water-in-a-can isn’t available for purchase yet, Connie Loizos from TechCrunch gives you all of the details behind the Liquid Death brand.