Business:Marketing
Liquid Death, Hater Playlists Making Millions, and the Art of Modern Content with Oli Russell-Cowan
2023-10-09
Liquid Death, a company founded in 2017, sells canned water with a brand identity that goes against conventions of the bottled water industry.
Their marketing strategy involves humorous and bizarre content, coupled with endorsements from different celebrities resonating with the company's values.
This unique approach and commitment to sustainability have enabled them to increase brand awareness and appeal to an eco-conscious audience. The approach seems successful, as they're currently leading among competitors in the packed water industry and valued at $700 million.
This is why we brought to he show Oli Russell-Cowan their Director of Cult Indoctrination for Europe Liquid Death & Founder & CEO of Rad Season.
We wanted to dive deep on how this brand is setting new standards when it comes to polarizing messaging, having fun, and making tons of money!
Turns out Oli is also an incredible content creator himself. We dive deep into his incredible experiences starting an event company, his podcast, and how this has helped him bring in very valuable opportunities 🤯
Timestamped Overview:
00:04:41 Podcast discovery leads to fascination with liquid death.
00:06:20 Transitioned from skateboarding to surfing and started working in the sports industry, selling DVDs to action sports shops.
00:13:49 Partying, troublemakers, college, surfing, sports management, guilt
00:16:43 First job at Red Bull, left heartbroken. Explored new things, found passion. Bought studio, considered long-term city. Ignored surrounding factors in decision-making. Exciting topic of working environment and finding passion.
00:24:10 Barometer flipped, bike out, podcasting discomfort.
00:28:35 Reached out, connected, grew, collaborated, launched.
00:36:54 Marketing with clear mission, strong message, attention-grabbing.
00:44:05 Pepsi truck denied, fans love Red Bull.
00:49:10 Confident brand, no differentiator, important for building goodwill, simple decision making.
00:51:56 In-house team crucial for brand and speed.
00:59:10 Connections, integrity, never burn bridges, networking.
01:02:27 Impromptu collaboration sparks powerful marketing campaigns.
01:08:10 Talk show explores creative minds and diverse topics.
Tune in and enjoy!
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