💀LIQUID DEATH Founder+CEO!💀 GUEST!! Mike Cessario on Secrets to Content, Growth, and Marketing! | Ep. 434

Liquid Death didn’t happen by accident. Mike Cessario went from skateboards and punk bands to building a beverage brand that treats marketing like entertainment, not homework, and he’s brutally honest about what actually moves the needle. With Jay Schwedelson, he breaks down packaging as the real moat, why they tested the brand before the product, and how to stay interesting when AI makes content cheap.ㅤGrab Liquid Death at your local store or online at www.liquiddeath.com, check out their sparkling lineup, and catch Mike at the upcoming Guru Conference for a deeper dive into their marketing playbook.ㅤBest Moments:(02:45) From punk bands and agency life to launching a product so he could finally be the client(05:04) Why water was the wedge - biggest category, boring brands, plastic everywhere, then a portfolio beyond plain water(06:55) Most products are commodities - brand and aesthetics win hearts, not tiny functional differences(08:40) The Facebook fakeout - 3M views and 80k followers before a single can existed, then used to raise money(11:50) Entertainment first and small bets - nothing over 150k, in-house beats a 650k “at cost” bid(13:40) Full-funnel media done right - broad awareness feeding precise mid-funnel and conversion work(16:10) AI as cost saver, not taste maker - youth backlash is real and craft still mattersㅤPartner with Jay: https://www.jayschwedelson.com/contactㅤCheck out Jay Schwedelson's new book: Stupider People Have Done It All net proceeds are donated to The V Foundation for Cancer Research, let's kick cancer's butt: https://www.amazon.com/Stupider-People-Have-Done-Marketing/dp/1637635206ㅤSubscribe to Jay's newsletter for weekly marketing tips and tactics: https://www.jayschwedelson.com/newsletterㅤRegister for GuruConference (FREE + VIRTUAL!) https://www.guruconference.comㅤCheck out Eventastic (FREE + VIRTUAL!) https://www.eventastic.comㅤConnect with Jay on LinkedIn: https://www.linkedin.com/in/schwedelson/Check out Jay's YouTube channel: https://www.youtube.com/@schwedelsonCheck out Jay's Instagram: https://www.instagram.com/jayschwedelson/Ask Jay anything: https://www.jayschwedelson.com/askㅤLeave a comment and follow the show, it really helps us out!