The entertainment industry doesn’t operate that way. Most of the time the brand doesn’t respect your time because they’re paying for your eyeballs. Brands are shoving sales pitches down your throat. And they’re just inundated with it in every facet of their life now. Like even if you run an ad, and you’re telling the truth, the data shows that people still don’t believe you because they are just inherently distrustful of advertising and marketing. When I worked in the advertising industry for years prior to Liquid Death, we would constantly present data to clients about how much people actually hate marketing. It’s because we’re essentially making fun of marketing, especially that big kind of corporate marketing. You wouldn’t suspect a brand like Liquid Death would resonate with soccer moms to tech guys. Marketing sucks, and I don’t want to make marketing. You’ve incorporated actual witches, adult film stars, punk rock records and Tony Hawk’s blood into your marketing – what’s your divining rod when it comes to doing this stuff? So we said, ‘Why not take something that everybody drinks and brand it in a way that can actually compete from a brand, youth culture and revenue perspective with all the unhealthy stuff?’ Very few of them actually drink energy drinks. The reality is all the craziest, funniest, most badass people in the world drink water.
And even companies such as Monster, for example, they give athletes cans that look like Monster but they are filled with water because these guys won’t actually drink it. If you go to one of these Red Bull events, these athletes are not actually drinking Red Bull.
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