A Can, a Brand, a Plan

Liquid Death has built the fastest-growing water brand on the strength of one great joke. But is it really a business model?

- By Alex Bhattacharji

"No. IT NEEDS TO BE NOT PORN MUSIC." Mike Cessario, cofounder and CEO of Liquid Death, shakes his head as a boom-chicka-wah-wah clip plays from a laptop's speakers, takes a seat at a long table, and explains that his canned water brand's new commercial spot needs a wholesome soundtrack to pair with its spokesperson, a XXX-rated celebrity.

Andy Pearson, Liquid Death's vice president for creative, nods in agreement and hits play: "Hi, I'm Cherie DeVille, adult film star," the actress says to the camera. "And when I want to murder my thirst, I reach for a can of Liquid Death Mountain Water.

Because even though I'm into getting my [bleep bleep bleep bleep bleep bleep bleep], one thing I'm not into is single-use plastics." Moments later, the spot ends with DeVille censored again: "So join me and Liquid Death, and our mission to bring death to plastic.

Come on, don't [bleep] the planet." "It's a good start," Cessario says of the rough cut.

"I think it's super close." Cessario, a 40-year-old former advertising director, taps his fingers on the bridge of his nose. "We need some other visuals," he says finally. "When we bleep out, we should put something that covers her mouth so you can't actually see what she's saying"maybe a Liquid Death can, he suggests.