I love this marketing masterclass video that CNBC has put together.

Liquid Death founder and CEO Mike Cessario spent years figuring out how to make water cool. Now his brand is valued at $700 million. After attending the 2009 Warped Tour, Cessario realized bottled water lacked irreverent marketing like that of energy drinks. With about $1,500, he created a commercial before he had an actual can of water. It went viral and investors saw the potential. Liquid Death has raised $195 million and is on track to reach $130 million in sales by the end of 2022.

I never knew any of this.