Big Geyser

Liquid Death launched on Facebook before it had any product

Knowing no one would fund a 'negative name' water brand, Mike de-risked it by proving the concept on social first. A $1,500 video plus ~$3,000 in Facebook ads got 3 million views and more followers than Aquafina in three months, plus inbound DMs from 7-Eleven franchisees and major NYC distributor Big Geyser, all before any product existed.

“We shot a $1,500 video and then We just put it on Facebook, no Twitter, no Instagram, just Facebook. We put maybe, I don't know, $3,000 in paid media behind the video. And then cut to 3 months later, we have more Facebook followers than Aquafina. The video has 3 million views.”

Steal thisValidate a risky product as a concept on social media before you build inventory; use the traction to de-risk the raise.