# Water brand Liquid Death will make others’ ads — retained record

> Retained news record from news:semafor.

Canonical: https://highsignal.app/data/records/f266062ac8fa5db2

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source: [news](https://highsignal.app/data/news) (news:semafor)  published 2026-09-27 23:51 ingested 2026-09-28 02:55

[original source ↗](https://www.semafor.com/article/09/27/2026/water-brand-liquid-death-will-make-others-ads)

## retained text



```
The water brand Liquid Death is one of the purest marketing stories of the moment: a billion-dollar company that sells the ultimate commodity through edgy comedy. CEO Mike Cessario told Liz and me on last week’s Mixed Signals that his company’s in-house agency, Death Machine, has also taken on a “few select brands” as external clients. But they’ll need to understand LD’s hardcore sense of humor.
“We don’t need” the money, Cessario said, noting the brand will do some $5 million in merch sales alone this year. “It’s like, hey, if you want the Liquid Death magic, we can do that … [but] if you want us to just go make something that’s not good and it’s going to take a lot of our time, it’s like, hey, that’s probably not interesting to us.”
```



document fetched 2026-09-28 02:55 · canonical https://semafor.com/article/09/27/2026/water-brand-liquid-death-will-make-others-ads