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there's no such thing as a saturated market
a smart approach can break through even the most crowded aisle
7 years ago
no experience in water, Mike Cessario
good extincts and good experience in advertising
100 million dollars in water a year
it's just water, but it's packaged cool
tall boy can
skull, font
make his own ad campaign
just an ad
1980s, Delaware and etc
skateboarding and punk music
art, drawing, creative
cartoony stuff
comedy drove creativity
graphic design, california
Christopher Porter
Vans Warper Tour, Denver
Monster Energy - never pouring them out, Monster had to create these cans
not an aha moment, just an observation
brand and marketing, eat sleep breathe advertising and marketing and branding
Premium price point, spring water
not a category that existed, didn't have plastic capabilities
prove that you gain virality, then gain funding
no market research
Austria - packaging
Sold through Amazon
charges you a fee, charged 20 a 12 pack
legitimate entertainment, not just marketing, an entertainment company
Suez Canal
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