If there’s a more courageous brand out there right now, we don’t know it. Liquid Death is succeeding by overturning all the category norms and driving not only customers but advocates. They do it by going to 100 on everything they do – if it’s them, they do it and they do it well. Andy Pearson, VP of Creative, tells us what they’re up to and how they look at what a brand is.
If there’s a more courageous brand out there right now, we don’t know it. Liquid Death is succeeding by overturning all the category norms and driving not only customers but advocates. They do it by going to 100 on everything they do – if it’s them, they do it and they do it well. Andy Pearson, VP of Creative, tells us what they’re up to and how they look at what a brand is.
00:18 - Andy Intro
01:25 - Andy's story
04:05 - Journey of Liquid Death
11:08 - Plastic in the environment
12:01 - Purpose Brand
14:37 - Traditional Brand Work prior to the product
17:36 - Articulation
24:59 - What is too far?
25:47 - Using agencies
29:17 - Using the first idea
31:07 - Creating Briefs
33:15 - Business ethos
37:03 - Hiring creative in house
39:15 - What advice do you give start ups?
43:36 - What's next for Liquid Death
https://www.instagram.com/liquiddeath/