Marketing sucks. This is a somewhat unexpected credo from Mike Cessario, co-founder and chief executive of Liquid Death Mountain Water. After all, Cessario has seen sales of his canned water product triple each year since its launch in 2019, pretty much because of its edgy, clever and unexpected marketing efforts. But after spending a decade as an art director and creative director at agencies including VaynerMedia, Crispin Porter + Bogusky and Doner, Cessario says he’s seen how much people hate advertising. As a result his team has gone to great lengths to be less about the advertising and ...