‘The riskiest thing is that no one gives a sh*t about what you’re doing’: Liquid Death creative VP compares marketing to stand-up comedy

The VP of creative at mammoth brand Liquid Death believes there are many similarities between how stand-up comedians work and marketers – and the key for both is not being afraid to fail.

Appearing on a new episode of Mumbrella’s one-on-one podcast series, Andy Pearson opened up on how the canned water company creative team works and why they tend to release a lot of work quickly to gauge whether the customers are paying attention or not.

“I liken it a lot to the way a comedian works where a comedian has to get up on stage every night, test out material, and it’s like, ‘Hey, I’m going to try out this bit. Here we go. Try it. Okay, it failed. Okay, moving on. No skin off my back, right?’

“So, moving on. ‘Oh, wow, this thing really hits. We love this. Let’s keep doing this. Let’s dive into that.’ And so, in that kind of sense, we’re testing out all this marketing live on a real platform,” he told host Neil Griffiths.