Rebranding Health Products

Mike Cessario explains how to identify healthy products with boring marketing and transform them through edgy, youth-focused branding - similar to how Liquid Death made water cool through heavy metal aesthetics.

Key Points:

• Core Strategy:

  • Find healthy products traditionally marketed in boring ways
  • Rebrand them using marketing tactics typically reserved for junk food/alcohol
  • Make healthy options feel cool and desirable without being preachy

• Target Categories:

  • Look for products where there's a big gap between current marketing and potential
  • Must be products that already have broad consumer adoption
  • Avoid products that require educating consumers on basic usage

• Marketing Approach:

  • Use humor and memorable campaigns
  • Target youth culture
  • Create content that feels more like entertainment
  • Develop auxiliary products that double as marketing (like vinyl records)

• Category Requirements:

  • Product should already have mass market acceptance
  • Current marketing should be traditional/boring
  • Target audience should naturally use or be open to the product
  • Shouldn't require behavior change, just brand perception change

• Examples:

  • Water → Heavy metal branding
  • Multivitamins → Tough guy positioning
  • Fitness → Heavy metal yoga studios