But the biggest thing I’ve learned as an entreprenuer, is you have to care more about what you’re building than anyone else. Having a 10 year career in advertising definitely helped hone my skills of how to sell “crazy” creative ideas in boardrooms to business people who are not creative. To what do you attribute your success at finding investors and becoming such a fast growing incubated company? We’re continuing to look for new ways that we can do our part in helping the environment. We’re proud to work closely with the Thirst Project and 5 Gyres, donating $0.05 from every can sold to helping people access safe drinking water in communities around the world where it’s not immediately available, and cleaning up plastic garbage out of the ocean. Besides infinite recycling and the money donated, how else are you active regarding the environment? Your company is obviously environmentally conscious. In just a few short months, we’ve already seen our work lead to big brands like PepsiCo and Coca-Cola announce the plan to put some of their existing water brands in cans. Since we launched in May, our presence and #DeathtoPlastic campaign has put increased pressure on the water bottle industry to think more sustainably about its packaging. I think that’s the direction we’re headed. Our next appearance will be at FEST in Gainesville, FL early Nov and Adult Swim Festival in Los Angeles in mid-November.ĭo you envision that in the near future we will stop using plastic for water packaging? We’ve partnered with a few music festivals and events so far, and it’s something we’ll definitely keep doing. Is your company pursuing getting involved with concert venues to sell Liquid Death? Artists like Gojira, High on Fire, Gwar, Gatecreeper, Red City Radio, Rob Zombie, Dirtyphonics, Best Coast, 6Black, Nuclear Blast Records, Relapse Records, and more. We’ve been getting social media love from all kinds of artists from metal to EDM to hip hop. What other artists are you developing relationships with? We couldn’t have asked for a better brand ambassador, and we’re looking forward to continuing to work together. He was thrilled when he discovered Liquid Death and loves our sarcastic, rock’n’roll approach to wellness and sustainability. He is a long-time lover of heavy metal and Dungeons and Dragons. Joe is actually one of our favorite humans on the planet. How did you snag Pittsburgh boy Joe Manganiello to sell his soul? We now have almost 40,000 people who have sold their souls to Liquid Death. What is a soul really? It’s fun to think about and play around with. We often start our ideation with “What would be the dumbest thing we could do for this?” And that is essentially where Sell Your Soul came from. Our goal is actually entertain people and be one of the cool fun things they interact with that day. We try to be very clear that we do not take ourselves seriously. Most marketing and advertising is toxic waste because it is created in boardrooms and takes itself way too seriously. We just always look for funnier ways to do it. You need people to sign up for your newsletter, or join your membership club, or be a bigger part of your brand. Where did the idea spawn from and how has the response been?Īt the end of the day, every brand has to use marketing. Your “sell your soul” to Liquid Death campaign is irreverent, genius, and hilarious. People would be surprised that there’s a huge portion of the alternative/punk/metal culture that actually cares about health and the environment, and that tends to be who instantly connects with our brand mission and humor. In an industry that normally uses “aspirational” fitness models and airbrushed celebrities, we’re using our brand to support weirdos and entertainment that generally get ignored by traditional wellness brands. There’s an incorrect assumption out there that the health and wellness demographic is not interested in weird, tongue-in-cheek entertainment. Why would you say it is that the initial market of metal/punk fans would get your brand of humor? But playing in bands is where I got my start of being a creative entrepreneur. I played guitar in a few different bands from punk to hardcore to metal, but none of which actually toured or did anything special. Went to see bands like Dillinger Escape Plan, Converge, Lamb of God (when they were Burn the Priest), Snapcase, Lifetime, Boysetsfire, Propagandhi, NOFX, Botch, and tons more. I grew up in the punk/hardcore/metal scence outside Philadelphia in the late 90’s. Tell us a little about your punk rock/heavy metal experience playing in bands.
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