We started Liquid Death with the totally evil plan to make people laugh and get more of them to drink more water more often. How? By taking the world’s healthiest beverage and making it just as unnecessarily entertaining as the unhealthy brands across energy drinks, beer, chips, and candy. Most products in the health and wellness space are all marketed with “aspirational” fitness models and airbrushed celebrities. And many of us are tired of it. Why should unhealthy products be the only brands with “permission” to be loud, fun, and weird? And let’s be honest, almost all marketing and branding is just theater. So we’re going to treat our theater like a movie theater and have more fun with it.