The rise of Liquid Death over the last couple of years has become the stuff of start-up legend. Barely a blip on anyone's radar pre-pandemic, it has now raised over $195 million in funding and can be found all over the country from Target to Walmart - and even Whole Foods.
A lesser known fact is the role that PTTOW! played in helping Liquid Death get above water.
According to Science Co-founder (and long-time PTTOW! member) Peter Pham, the moment he saw the brand's irreverent online humor, he knew he wanted to be the one to take them to the next level. "The way Mike thinks about marketing is just DIFFERENT!" Pham exclaims with his characteristic boyish charisma. He immediately took Liquid Death Co-founder & CEO Mike Cessario and his deviant water brand under his wings in hopes of replicating some of the success that Science had with Dollar Shave Club -- and began calling on his PTTOW! contacts to get the word out.
Chief Business Officer Amy Friedlander Hoffman, another long-time PTTOW! member, took a little more convincing to come onboard, explaining that it wasn't until she sat down with the Liquid Death team that she finally understood where they were trying to go. But now she is all in: "We are going to get millions of plastic water bottles OUT... that's the greatest possible thing that I could do." Check out the video below!