Entertainment-First Marketing Framework

Mike Cessario from Liquid Death shares how they approach marketing as entertainment first, competing against all content on social media rather than just other beverage brands.

Core Marketing Philosophy

• Marketing must compete with ALL content on social media, not just other beverage ads
• Social media IS the internet - 9 out of 10 times people go online, they're on social platforms
• Traditional corporate marketing often misunderstands social media's true nature
• Content must entertain first, market second

Entertainment-First Approach

• Never put obvious marketing in feeds
• Focus on creating genuine entertainment value
• Content should be:
  • The funniest thing someone sees that morning
  • Worthy of sharing with friends
  • Providing actual value to viewers

Why Traditional Brands Fail

• Most companies are behind on understanding social media success
• Corporate social posts compete against:
  • Uncensored influencers
  • All entertaining content on the internet
  • Everything in a user's feed
• Standard beverage marketing can't stand out in quick-scrolling feeds
• The bar for content quality is much higher than most realize

Brand Personality Strategy

• Approach brand like a "professional wrestler" character
  • It's theater and fun
  • Doesn't try to be "real"
  • Creates an entertaining persona
• Focus on making people laugh over pushing product features
• Build authentic connections through humor rather than traditional marketing claims
• Position as having "real humans" behind the brand that people want to connect with

Results

• Creates memorable marketing that stands out
• Builds stronger consumer connection through entertainment
• Generates organic sharing and engagement
• Differentiates in a category where products are perceived as similar