Group Y Content : Why Fun is the Ultimate Brand Strategy

In this Week’s Group Y Content, we revisit one of the most talked-about CreativityFlow sessions ever—Andy Pearson of Liquid Death, who delivered a masterclass in breaking rules, thinking wrong, and making marketing fun. As Season 3 returns this fall at the Rivian Theater in Laguna Beach, expect more bold ideas, real stories, and the kind of inspiration that shapes culture.

At past season’s CreativityFlow event, Andy Pearson, VP of Creative at Liquid Death, delivered what many called the most talked-about presentation of the series—a true masterclass in modern marketing and branding.

He pulled back the curtain on how Liquid Death turned an everyday product—water—into a cultural phenomenon by breaking every rule in the book. From the brand’s edgy name to its unapologetically irreverent campaigns, Pearson showed how leaning into bold, unconventional choices can cut through the noise of traditional marketing.

One of Pearson’s biggest lessons was the value of “thinking wrong.” Rather than chasing safe, predictable ideas, his team often starts by asking, “What’s the dumbest thing we could do?” This willingness to experiment—quickly testing wild concepts, doubling down on what sticks, and discarding what doesn’t—has fueled Liquid Death’s viral campaigns. Pearson compared the process to stand-up comedy: throw out a lot of material, keep what makes people laugh, and refine it into something unforgettable.

Equally important, Pearson emphasized that marketing should be fun. The goal, he said, is to create the best, most entertaining thing a consumer might see that day—not just another ad. This philosophy has built a passionate fanbase that goes beyond customers to full-on advocates, with some even tattooing the Liquid Death logo on their skin. The result: a brand that doesn’t just sell water but creates a cultural moment with every campaign.

Key Takeaways:

1. Break rules and embrace “worst practices” to stand out.

2. Experiment fast—let absurd ideas lead to big wins.

3. Make marketing fun to turn customers into true fans.

Want more insights like this? Don’t miss Season 3 of CreativityFlow, kicking off October 1st at the Rivian Theater in Laguna Beach—featuring the next wave of visionary speakers shaping culture today.

UPCOMING EVENTS

HELP SHAPE GROUP Y
Reminder To Tell Us Your Input  

Be a part of creating the future of Group Y community! We’ve created a short survey to collect your ideas and feedback. Your input will be essential in shaping the events, benefits, content, and features we provide. 

As a bonus, completing the survey enters you for a chance to win a $100 AMEX gift card and free tickets to an upcoming Group Y event!

JUST FOR YOU!

"Must Have! Your New Favorite Earbuds”

If you haven’t tried the Skullcandy Method 360 ANC earbuds yet, you’re seriously missing out. Co-developed with Bose, they combine deep, immersive sound with top-tier noise cancellation—perfect for everything from daily commutes to focus time. Plus, they’re so comfortable, you’ll forget you’re even wearing them.

CHECK OUT

My week starts on Sunday

Another insightful piece from Brian White, Chief Commercial Officer at Brixton, explore how Sunday planning can spark creativity, sharpen strategy, and set the tone for a winning week. From childhood “business deals” to lessons learned from colorful mentors, this story reveals why connection, preparation, and passion are at the heart of every great sale.

CHECK OUT

Find your next winning ad creative in seconds with AI

Most platforms push you to make thousands of ads. Kojo helps you make better ones. We turn your social data into proven ideas, predict which will perform, and send them to real human creators in seconds. Less waste, more certainty, and ads that actually work.

Book a Demo

TELL US

DON’T FORGET

✅ Update your profile to connect with our community

✅ Check out the Event Photos and Recap Videos.

✅ Follow along on social (Linkedin, Instagram, X, TikTok, Facebook)