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When Mike Cessario talks, people flood the aisles. Mad props to the people who chose the hard floor when all the seats were instantly taken. That’s commitment. Perhaps they were there to see the worlds best brand ambassadors - Peter Pham, Andy Pearson and Daniel Murphy - rip open 12 packs and pass out Liquid Death tall boys to an eager audience while the Master of Ceremonies sternly directed people to clear the aisles. Water or no water, the MC made it clear she wasn’t going to have a fire hazard on her watch. That kind of unexpected chaos, in an otherwise traditional arena, gives me the goosies and perfectly sets the stage for the ultimate disruptor. Murder your thirst with this mango chainsaw masterclass from Mike Cessario: ✨”It’s the 1950’s all over again. When TV was new, you had to make real entertainment.” ✨”Marketing is easy. Entertainment is hard.” ✨”Entertainment is a product. You pay to watch it. Marketing doesn’t have to be good because they pay you to watch it.” ✨”Making entertainment requires a different model. Unconventional hires and an unconventional approach.” ✨”Have a brain trust of funny people. Our team is like an SNL writers room.” ✨”Brand means more than the products ingredients. Brand is what your company means to people outside of the functional benefit of your product.” ✨”Small bets help you find the big wins. You need volume to find the hits.” ✨”You can only find your Napoleon Dynamite if you’re trying a bunch of different things.” ✨”Spending big and being ignored is reckless. Trying to mimmic a big company as a small company is reckless. We can’t afford to buy the eyeballs like the big guys do.” ✨”Treat marketing like a product worth paying for. Treat marketing as a separate product. Something people are going to want to share.” ✨”Produce something for cheap and get a lot out of it. The smart business thing to do is to make $1 equal $100 every time.” ✨”Marketers can be too literal about making sense. If you can confuse people, you can stop them. There is value, to some degree, to something that doesn’t make sense. Not crazy for the sake of crazy. Contextualize it so the crazy makes sense.” ✨”We have actual stand up comedians who are giving us ideas and writing stuff for us.” ✨”The unhealthy things just look so much cooler. If you want teens to think something is cool, market it to people in their 20's”. ✨”With Liquid Death we asked ourselves, how can we use branded humor to promote health to people who don't care about health? We’re making healhty products for people who dont normally use healthy products.” ✨”The bigger you get, the harder growing gets, the more you need to push the envelope.” Bammedy Bam Bam Boom 🖐️🎤 📷Rotonde Stage, Cannes Lions International Festival of Creativity
