What does it take to turn the most ordinary product on the planet into a billion-dollar cultural phenomenon?

This episode breaks down the Liquid Death story—how a can of water with a skull on it became one of the most talked-about brands of the last decade. You’ll learn why Liquid Death water worked when every rule said it shouldn’t, how disruptive branding can outperform “safe” marketing, and what this brand proves about attention, authenticity, and having a point of view in a crowded market.

I’ll share how founder Mike Cessario used brand storytelling to turn water into entertainment, how Liquid Death marketing blurred the line between content and advertising, and why building a cult brand isn’t about shock value—it’s about conviction. You’ll also see how Liquid Death positioned itself as an eco-friendly brand without sounding preachy, using aluminum cans and the “Death to Plastic” mission to reinforce its identity instead of leading with it.

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Music: “Sugar Groove” by INPLUSMUSIC — Licensed via PremiumBeat (License #6849247, Order #5428551) for Jeans With a Blazer podcast. Used with permission.