Photo: Taylor Hill/Getty Images for Governors Ball
Liquid Death is a case study in the power of marketing and branding, transforming a product as simple as water in a can into a business with $130 million in scanned retail sales, according to its CFO Nicholas Manolelis.
Between the lines: As the better-for-you category matures, health benefits and tastiness aren't the only ingredients for brand success — unconventional marketing can help create an edge in the otherwise crowded category.
