Fun Health Marketing Gap

Mike Cessario shares his perspective on the marketing gap in the health beverage industry, particularly how healthy products are marketed versus unhealthy ones. His experience comes from both being in the punk rock scene and working as an advertising creative director.

• The Current Health Marketing Problem:

  • Most memorable ad campaigns are for junk food, alcohol, and energy drinks
  • Healthy products use quiet, responsible marketing targeting moms
  • Health brands often take a preachy, restrictive approach
  • Traditional water brands use boring fitness models and focus on technical specs

• The Alternative Approach (Liquid Death's Strategy):

  • Make healthy products fun and culturally relevant
  • Avoid being preachy about health choices
  • Create marketing that feels like entertainment, not advertising
  • Compete with influencers and internet content, not just other beverages
  • Focus on making people laugh rather than pushing health benefits

• Marketing Philosophy:

  • Social media isn't a "niche add-on" - it is the internet
  • Brand content competes with everything in someone's feed
  • Marketing needs to be entertaining enough to share with friends
  • Traditional beverage marketing can't stand out in quick-scrolling feeds

• Target Audience Approach:

  • Appeal to various lifestyles without judgment
  • Welcome both drinkers and non-drinkers
  • Create products that feel appropriate in any setting (bars, parties, work, gym)
  • Make choosing water feel like joining the fun, not opting out

• Results:

  • Became fastest growing water brand in Whole Foods
  • Raised approximately $12 million in funding
  • Successfully launched nationally during pandemic despite reduced store traffic