Soul & Science: Fast Forward Your Marketing Mind
#22: Liquid Death VP of Creative Andy Pearson | How Being Bold Can Strike Gold
October 17, 2022 · 29 min
Why listen
A VP of Creative explains how Liquid Death built a cult brand starting with a $0 ad budget.
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In this episode
- Why treating your brand as a character gives it lasting power
- How creativity consistently outperforms marketing spend
- Why refusing to take things seriously is a real competitive advantage
- How to trust your own instincts when choosing the right creative direction
About this episode
Shoestring marketing budgets are common at startups and create an environment of innovation. Andy Pearson, VP of Creative at the water brand Liquid Death jokes he was given a $0 initial ad budget to launch. He knew the name, along with the arresting skull-festooned cans, would have to do most of the talking. When the marketing money began to flow, Liquid Death bought Tony Hawk’s blood and his soul (and maybe yours) online. In this episode, Pearson, an ultra-marathoner and ad agency veteran, explains his process, where he takes a favorite playlist, and pen to paper to grasp an idea, which grow more on creativity than money.In this episode you’ll learn:
- If your 6th grade teacher says advertising is evil, it must be good.
- To trust your own sensibilities to know the right answer.
- The more you do, the more confident you’ll feel.
- A brand is a character, the protagonist of your business.
- Everybody takes everything so seriously, the moment you don't, you stand out.
About Soul & Science: Fast Forward Your Marketing Mind
Soul & Science is an award-winning podcast where marketing’s brightest minds reveal what it takes to build breakthrough brands. Hosted by Jason Harris, each episode explores the balance between brand building (Soul) and business performance (Science).
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