This Week in Startups TikTok planning to build US fulfillment centers + Liquid Death CEO Mike Cessario | E1584
4 snips
Oct 13, 2022 
Joining the conversation is Mike Cessario, the CEO and co-founder of Liquid Death, a brand shaking up the beverage industry with its humorous marketing and commitment to sustainability. They dive into TikTok's intriguing plans for US fulfillment centers, hinting at its e-commerce ambitions. Mike shares his journey in building Liquid Death, emphasizing the power of comedy in branding and the common pitfalls in traditional consumer packaged goods. His insights on brand authenticity and innovative marketing will inspire any entrepreneur!
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Brand Building Advice
- Figure out who the actual decision-makers in the company are and what they’re into.
- Make the company reflect them because that makes decision making much easier.
Brandy Venture
- Inspired by Richard Branson, Mike Cesario tried making brandy cool.
- He focused on a stale category, but legal hurdles and disagreements led to the project's demise.
Content-First Approach
- Mike Cesario built Liquid Death's brand with content before securing funding.
- This early traction proved crucial for attracting investors and retailers.