I think it's genius. The product is almost a commodity. I've bought it and it tastes good, but it's virtually identical to other sparkling waters. But look a

I think it's genius. The product is almost a commodity. I've bought it and it tastes good, but it's virtually identical to other sparkling waters. But look at how differentiated the packaging is. They're entering one of the least exciting/innovative categories, branding it in this unhinged, hyper-masculine way (e.g. cartoon monsters decapitating thirsty people) that has already proven successful (in things like energy drinks and craft beer) and completely stands out in aisles full of bottled water branded with rivers/waterfalls/mountains. Is it worth $700 million? Who knows. But as someone in marketing, I am really in awe of brands that can actually pull off something so wildly different like this. The risk of it falling flat and you looking like an absolute idiot is so high, that it's incredibly impressive when someone actually nails it - as these guys clearly have.