‘Everybody hates marketing’: Liquid Death creative VP reveals how company’s ‘take down’ on advertising is taking over the industry

Having only launched in 2018, Liquid Death was reportedly valued at $US1.4 billion earlier this year. So, what’s the secret to success? We spoke with the company’s VP of creative to find out.

Appearing on a new episode of Mumbrella’s one-on-one podcast series, Andy Pearson recalled founder Mike Cessario reaching out to him to join the team and both had the creative vision for the company to “take down” marketing, which is a bold strategy, especially given that the canned water brand – which launched in Woolworths across Australia last month – uses taglines like “murder your thirst”.

“The stuff that we do where it’s like a parody of a traditional advertising format that you’re used to seeing – people love that stuff because everybody hates marketing,” Pearson told host Neil Griffiths.

“Given the choice between being marketed to or not being marketed to, 99.9% of people would be like, ‘I’ll take the not ever being marketed to in my life’ [option].