Martha Stewart, $400K Fighter Jets, and Comedy Writers: How Liquid Death Wins at Anti-Marketing, According to Liquid Death’s VP

When considering who to learn from in the marketing space, one brand stands out: Liquid Death.

They’ve mastered the art of turning healthy beverages into a sought-after brand, making them ideal marketing mentors.

But they’ve done more than reinvent water — in many ways, they’ve reinvented marketing, as well.

I spoke with Greg Fass, Liquid Death’s VP of Marketing, to learn how he’s cultivated an anti-marketing approach, why some of his favorite campaigns involve Tony Hawk and Martha Stewart, and his belief that Liquid Death’s success comes down to understanding people aren’t “brainless consumers of products”.