Products don't exist - only brands do

Why did Liquid Death work?

1. It is heathy - for all of the skaters and motocross guys that just wanted water not Redbull.
2. It is cool - would you pick this or one of the other water brands?
3. It is better for the environment - you get to feel good about not using plastic at no extra cost.

And of course they did so many things right. For example, establishing a demand before actually buying any product.

See the original: Liquid Death's CEO, Mike Cessario, on his water brand