In his engaging CreativityFlow talk, Andy Pearson, the VP of Creative for Liquid Death, explores the concept of “worst practices” in marketing and design, emphasizing the importance of creativity, humor, and unconventional thinking.
He begins by discussing the success of Liquid Death, a brand that has redefined the bottled water industry by packaging water in cans with a bold, irreverent aesthetic. Pearson shares the brand’s journey from skepticism—where people doubted the viability of drinking water from a can—to achieving a valuation of $1.5 billion in just five years.
Pearson highlights the brand’s mission to combat plastic pollution while promoting healthier beverage choices, positioning Liquid Death as a “funny beverage company” that rejects traditional corporate marketing. He argues that the marketing industry often overlooks the desires of consumers, leading to extractive practices that fail to engage audiences meaningfully.
Throughout the presentation, Pearson shares anecdotes and examples of Liquid Death’s unique marketing strategies, which include creating entertaining content rather than conventional advertisements. He discusses the brand’s approach to “3D comedy,” where humor is infused into every touchpoint, from packaging to social media interactions. Pearson emphasizes the importance of making marketing enjoyable and engaging, stating that the goal is to be “the best thing someone sees that day.”
Pearson also shares a series of “worst practices” that Liquid Death embraces, such as having two logos, making entertainment instead of marketing, moving quickly to create content, and thinking outside the confines of reality. He encourages marketers to take risks, experiment, and embrace ideas that may initially seem foolish. By doing so, he believes brands can discover innovative solutions and connect with their audiences on a deeper level.
The presentation culminates in a call to action for marketers and creatives to embrace the notion that “everything is stupid until it isn’t.” Pearson encourages the audience to explore unconventional ideas and to find joy in the creative process, ultimately leading to meaningful connections with consumers.
** Filmed at CreativityFlow, powered by Group Y and LCAD (Laguna College of Art & Design) at Rivian South Coast Theater in Laguna Beach, CA.
Learn more at CreativityFlow.co
KEY MOMENTS
00:00 – Introduction to Worst Practices
01:00 – The Birth of Liquid Death
02:30 – Connecting with Honesty
03:30 – The Perception of Marketing
04:30 – The Designer’s Role in Marketing
05:30 – Mike Cessario’s Vision
06:30 – Creating a Compelling Brand
07:30 – Challenging Industry Norms
08:30 – The Power of Viral Marketing
09:30 – 3D Comedy and Brand Engagement
10:30 – The Importance of Being the Best Thing
11:30 – Marketing as a Product
12:30 – Thinking Wrong: Embracing Stupidity
13:30 – A Personal Story from Art School
15:00 – The Cookie Fundraiser Success
16:30 – Worst Practices in Branding
17:30 – Entertainment Over Marketing
18:30 – Innovative Campaigns and Ideas
20:00 – The Adventures of Murder Man
21:30 – Rapid Prototyping and Testing
22:30 – Learning from Live Reactions
23:30 – Breaking the Boundaries of Reality
25:00 – Character-Driven Marketing
26:30 – Engaging with Internet Trolls
28:00 – The Role of Fun in Marketing
29:30 – The Value of Agency in Creativity
31:00 – The Importance of Small Bets
32:30 – Character vs. Brand
34:00 – The Corpse Paint Collaboration
35:30 – Embracing the Unexpected
37:00 – The Power of Community Engagement
38:30 – Final Thoughts on Stupidity and Innovation
40:00 – Conclusion: Everything is Stupid Until It Isn’t