Mike Cessario: CEO Of Liquid Death Gives Marketing Masterclass

Adam Carolla (0:00)

Mike Cessario, he's the guy who founded Liquid Death. He's behind that incredible company and the growth and has a very interesting story. So he's gonna come in and talk about marketing and all that stuff with us.

Also news with Rudy Pavich, and we'll do that right after this. BetOnline, hey, this is Adam Carolla from The Adam Carolla Show. The next big football moments, well, they're waiting for you at BetOnline. Pack your team on a Sunday or ride with a primetime underdog. Build a same game parlay, chase a player prop, or jump on live odds while the drive is still moving. From the biggest NFL matchups, the college football Saturdays, every angle is covered at BetOnline. And when the final whistle blows, hundreds of slots, table games and live dealers, keep the night going. Enjoy the freedom of online gaming where the action moves with you. And every moment is yours. Visit BetOnline today and discover where the action never stops.

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Adam Carolla (2:09)

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From Carolla One Studios in Glendale, California, this is The Adam Carolla Show. Adam's guest today, the CEO of Liquid Death, Mike Cessario.

Plus the news of Rudy Pavich and now, Adam Carolla.

Adam Carolla (2:34)

Yeah, get it on. Got to get on the Trish Bigger Mandate to get it on. Thanks for tuning in. Thanks to tell my friend. Mike Cessario is here, Liquid Death. You've seen everywhere. It's a really interesting story to me because I felt like I was there for a lot of the ride because I would go to people's podcasts or go to the green rooms, comedy clubs and I kept seeing this product everywhere and I was like, it's canned water, but how did it get everywhere and why is it feels so populated in the comedic realm? But you tell us. And also it's just weird.

It's interesting to me that this product, a version of liquid water, liquid canned water exists or around or whatever and you go into this market and you go, I got to take over this market even though it seems pardon the pun flooded anyway.

Mike Cessario (3:31)

Yeah, I mean, I think what most people underestimate is almost every product category is a commodity. The functional differences between one brand or another brand are so small and the reason that people buy things is way more emotional than rational.

Adam Carolla (3:48)

Right. There's Ford guys and there's Chevy guys, but they're really, they both make a good large pickup truck and the Chevy guys want to declare war on the Ford guys, but they're really the same product, marginal differences.

Mike Cessario (4:01)

Right. If you changed out the logos and someone was driving a Chevy and didn't know it was the Ford, would they really notice a difference? Not probably as much as they would say, I love this brand over that brand.

Adam Carolla (4:09)

Right.

Mike Cessario (4:11)

I think what I saw was, I had a background of working for big advertising agencies on the creative side for a long time. I just kept seeing how brands would just fuck up marketing.

And people hate marketing. And we would look at all the data. It's like 95% of people say they hate marketing. And they'll pay a premium every month to just not even have to have it in their realm now. So this was like, hey, what if we built a brand that could be this new kind of marketing where we sort of blur the lines between an entertainment company and a beverage company? And if you can entertain people, make them laugh in our case, then you build sort of a connection to people. And now there's a reason to buy your product over another one because if they kind of perceived it's a similar product, hey, I'd rather give my $2.19 to this company that made me laugh, that seems like there's real people behind it that I'd want to have a beer with over this kind of company that's just this soulless corporate. I have no idea what this is. And it's around a similar price. I think that kind of thing is why we were able to have so much success, because we built a...