This man is going

@entrepreneur

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SoundTikTok sound · original sound - entrepreneur

Promoted product

Liquid Death

A better-for-you beverage company with water, iced tea, and sparkling energy. Murder your thirst. Death to plastic bottles.

2 videos2 creators

Why it worked

The video's success stems from its contrarian marketing approach, positioning a healthy product as dangerous and edgy, which resonated with a younger audience and stood out against traditional beverage advertising. The brand's commitment to environmental causes further enhanced its appeal.

Summary

This video explains how Liquid Death, a canned water brand, achieved massive success through unconventional marketing. By positioning water as dangerous and embracing an anti-marketing strategy, they gained significant traction and are now valued at $700 million.

Structure

1Introduction of Mike Cicero and his idea to market water as dangerous.
2The creation of Liquid Death and its initial marketing success.
3Challenges with shipping and the partnership with Whole Foods.

Original caption

This brand built off of making the healthiest thing you can drink seem dangerous is flipping traditional marketing on its head - and winning. #corporatetiktok #entrepreneurtok #liquiddeath #startup #branding #marketing #founders

More from @entrepreneur

Product placement

Liquid Death mountain water is shown throughout the video, with its branding and cans prominently featured in various marketing and lifestyle contexts.

On-screen text

This man is going BILLIONAIRE healthiest thing water as the deadliest thing former director Mike Cicero make a video advertising as deadly his new canned beverage liquid death as making look like And within his video gained 3,000,000 VIEWS But Mike didn't even have a product Liquid Death's new social media presence to make the Liquid Death Mountain Water Mountain Water Liquid Death Mountain Water cans started shipping water to customers costly as water weighs a lot a new solution Eventually took them in like what stood for Liquid Death start off anti marketing strategy the norm water companies and corporate But now it's than that DEATH TO PLASTIC and 10% proceeds up the ocean And now today is valued at $700 million

Transcript

This man is going to become a billionaire by taking the healthiest thing, water, and marketing it as the deadliest thing. Former creative director of Netflix, Mike Cicero, decided to make a video advertising water as deadly, calling his new canned beverage Liquid Death. He even went as far as making the product look like a beer can. And within four months, his video gained 3,000,000 views. But Mike didn't even have a product to sell. He used Liquid Death's new social media presence to make funding to make the canned water. The idea initially came about as Mike noticed that all unhealthy beverage companies advertise their products to look delicious and healthy for consumers. He thought, what if he did the opposite and immediately cans started to sell out online. Individually shipping water to customers became too costly, as water weighs a lot. They needed a new solution. Eventually, Whole Foods took them in, like what the brand stood for. Liquid Death by start off as a funny anti-marketing strategy, going against the norm of billion-dollar water companies and corporate marketing. But now it's more than that. They advocate Death to Plastic and 10% of their proceeds go to cleaning up the ocean. And now today, the company is valued at $700 million.