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As part of the Adweek Sustainability Playbook, Liquid Death Mountain Water Co-founder and CEO Mike Cessario shares his play on how the brand takes an untraditional tone to make their sustainability messaging resonate with millions and generate thousands in earned media.
THE CHALLENGE
Make doing good feel as fun as doing something bad.
Engage/entertain people who are not already eco-warriors.
Must have high earned media and shareability potential.
With Liquid Death, we’re trying to make the healthiest thing you can drink in sustainable packaging to be just as fun as scary movies and stand-up comedy.
WORK SMARTER - LEARN, GROW AND BE INSPIRED.
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