The founding father of Liquid Dying water, Mike Cessario
Mike Cessario is a advertising genius. In only a quick period of time, he’s constructed the quickest rising water model within the nation, Liquid Dying.
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 considered following Dasani or Aqua Fina on social media?
Cessario comes from a advertising background. He was a Inventive Director working for businesses, 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 captivated with.
He has all the time been captivated with well being and health and he was bored with all of the unhealthy manufacturers, like beer and power drink firms, attending to do the best promoting.
What if he took one thing wholesome and put a cool spin on it?
That’s when Liquid Dying was born. Nevertheless it was a gradual course of. It didn’t occur in a single day.
Cessario mentioned, “Lots of people assume you simply get these genius concepts if you’re within the bathe someday. I’m like, ‘No. It was this piece of wooden that I chopped away at for a yr or two till I lastly discovered what it must be and had all the small print discovered and thought by means of. It was meticulous.’”
He had a genius technique to see if individuals would reply to the model.
He mentioned, “We launched Liquid Dying on Fb first, though 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 concept first. We wished to see how individuals would react to it first. We wished to discover a low-cost approach to see if it could 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. We wish to make individuals snigger. 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 just lately been valued at $700 million, which is fairly wonderful because the 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 they usually’ve seen 100% yr over yr progress within the class.
A water firm promoting merch is unparalleled. Have you ever ever considered 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 just lately partnered with Martha Stewart on a Dismembered Moments candle and in addition with Bert Kreisher’s model, Physique By Bert.
However Liquid Dying is greater than a startup with a advertising savvy founder and a few cool adverts. They really care in regards to the planet, which is why their water is simply out there in cans.
In response to globalrecycle.internet, solely 9% of the world’s plastic is recycled. There are 80,000 forms of plastic resins however solely 4 sorts are recyclable. They relaxation are extraordinarily troublesome to recycle as a result of they’d all require completely different processes.
Cessario was severe about placing his water in cans, that are infinitely recyclable. In addition they donate a portion of their gross sales to battle plastic air pollution.
Liquid Dying is the proper mixture of a top quality product with nice advertising, whereas additionally supporting a worthwhile trigger.
I hope they by no means change.
