Liquid Death CEO Mike Cessario on selling water like a punk band, and why comedy is the one thing Coca-Cola can't buy

About this episode

Liquid Death founder and CEO Mike Cessario joins Mixed Signals (with Semafor business editor Liz Hoffman filling in for Max) to explain how he built a billion-dollar water company by treating his ads like SNL sketches. Ben and Liz ask Mike why he thinks comedy is a more durable marketing genre than celebrity testimonials, why big companies almost never win when they sue smaller ones, and whether Liquid Death will fizzle out into the graveyard of buzzy consumer brands that came before it. Sign up for Semafor Media’s Sunday newsletter: https://www.semafor.com/newsletters/media For more from Think with Google, check out ThinkwithGoogle.com. Find us on X: @semaforben, @maxwelltani If you have a tip or a comment, please email us mixedsignals@semafor.com