If you want an good example of how marketing can propel a new brand into the big leagues, look no further than Liquid Death.
The healthy beverage brand has built a huge following with its irreverent, edgy and at times controversial creatives that make it stand out in a crowded market.
CEO and founder Mike Cessario, who will be speaking at Cannes Lions this month, and its VP of Creative Andy Pearson spoke with Campaign Middle East editor Justin Harper.
“Our goal is pretty simple. To make something that is the best thing someone will see that day. It’s a simple goal but a very high bar to clear,” Pearson said.
“So it forces us to constantly look into new spaces to mine for humo
To continue reading this article you need to be registered with Campaign. Registration is free and only takes a minute. Register Now or sign in below if you already have an account.
