"Where did the idea come from?: At the 2008 Warped Tour, Mike noticed energy drink companies heavily sponsor rock bands and rock tours. However, when speaking to the bands, he noted they prefer to drink water while performing, but have to put the water in an energy drink can."

"He thought: why not make water that bands would actually like to be seen drinking?"

"Marketing: Liquid Death’s strategy is simple, give a boring product awesome branding."

"Instead of listing features about their water, Liquid Death wants to create a “human brand” that people can relate to and laugh with."

"Test: Because the idea was so crazy, Mike knew he had to prove the concept before raising."

"He shot a commercial for $1.5k and spent $3k on paid Facebook ads. Within 3 months, Liquid Death had more Facebook followers than Aquafina, and the ad had 3m views."

"He used this interest to raise a small round of funding from friends and family to fund his initial order worth $250k"

"Even though Liquid Death launched on March 7th, just as the pandemic hit, it is already the fastest-growing water brand in Whole Foods"

"Business people eventually have to hire creatives to grow the brand."

"Hacking attention: Liquid Death sold 700 vinyl records by turning social media hate comments into songs. This cost $12k to do, but generated tons of free press and eyeballs."

"Mike is inspired by what his former boss says, “Marketing is day trading attention.”"