How to Sell Water for $700 Million 💀

The Most Boring Product on Earth

Water is free. You can get it from your tap. Yet, a former creative director named Mike Cessario figured out how to package it in a "beer can," slap a skull on it, and build a $700 million valuation in just a few years.

Here are the 3 marketing rules Liquid Death broke to win:

• Make the "Safe" Choice Look Cool: At a party, holding a plastic Aquafina bottle makes you look out of place. Holding a tallboy can of Liquid Death makes you look like you fit in. They didn't sell hydration; they sold a social prop for people who didn't want to drink alcohol.

• Don't Compete, "Murder": Every water brand uses blue logos, mountains, and words like "pure." Liquid Death used heavy metal fonts, melting skulls, and the slogan "Murder Your Thirst." By doing the exact opposite of the industry standard, they became the only option worth talking about.

• Be a Media Company, Not a Water Company: They don't run "ads." They release comedy sketches, horror movies, and albums. Their content is so entertaining that people share it voluntarily. When was the last time you shared a Dasani commercial?

The product is just water. The brand is the entertainment.

The Takeaway

You don't need a "new" invention to get rich. You just need to take a boring commodity and wrap it in a story that people actually want to talk about.

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