Keep pulling the thread on Mike Cessario.
As part of its marketing strategy, Liquid Death has released several successful music albums with lyrics sourced from negative social media comments, including a metal album, a punk album, and an 80s-style pop album.
PepsiCo's Aquafina brand generates approximately $1 billion in annual sales from its bottled water, which retails for around $1.59 for a 20-ounce bottle.
New beverage companies cannot profitably compete with PepsiCo on price for a product like a $1.59 water bottle due to PepsiCo's significant advantages in supply chain ownership, scale, and efficiency.
Liquid Death's marketing philosophy is influenced by music producer Rick Rubin's belief that all great creative work divides its audience, attracting both passionate fans and detractors.
Liquid Death considers a social media post that receives 20,000 likes against only five negative comments to be a highly successful engagement ratio.
Liquid Death produced and sold out of a vinyl record pressing for its first metal album, which was based on negative social media comments.