Mike Cessario, CEO of Liquid Death, is taking a bold step by investing in a national Super Bowl commercial, a significant shift from his company's usual low-cost advertising strategies. The brand, which reached a $1.4 billion valuation through viral marketing and partnerships since its inception in 2018, views the Super Bowl as an essential platform for reaching a vast audience. Cessario highlights that the Super Bowl offers unparalleled viewer engagement, justifying the hefty average cost of over $7 million for a 30-second spot, although not without risk of mediocrity.
"It's the one time of year that people actually pay attention to the commercials," Cessario says, calling it "actually one of the great value buys in media."
"Outside of the Super Bowl, the amount of spend a brand would need to reach 100 million unique people... would likely cost many times more than a Super Bowl ad," says Cessario.
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