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I have, over a two year period, been rather excitedly told about Liquid Death from the most surprising people. I mention a two year period because I don't recal

I have, over a two year period, been rather excitedly told about Liquid Death from the most surprising people. I mention a two year period because I don't recall anything else being presented to me as this new cool thing over such a long time frame. Something about that brand, in my experience, gets people to feel like 'they found something'. It really is quite interesting the reaction people have to it. Now what's also funny is that with one exception these half dozen people are never seen drinking LD later on. I guess I've just never seen such a powerful branding experience with the exception of maybe Gmail or Facebook way back when when they were seen as more exclusive services and people started finding out about them.

shagie 4y ago
The interesting thing with them is that it is entirely brand (and they know it). Ryssdal: Who is your competition then? Because the beverage space — and now the nonalcoholic water space — is populated by ginormous companies. And for as much success you’re having, you ain’t it. Do you worry about the Cokes and the Pepsis, or you’re like, “Yeah, you do your thing and I’m gonna do mine”? Cessario: We don’t worry about that at all. Because the hardest thing — anybody can put water in a can, right? But that’s not why we’re successful. Ryssdal: OK, wait, so why are you successful? Cessario: Because we’ve built a really strong brand that has created legitimate fandom and obsession for the product. And that is something that Coke and Pepsi historically have been really bad at doing, which is why they acquire companies more so than they create viral brands or fandom on their own.