This week, we spotlight Greg Fass. He’s the VP of Marketing at Liquid Death Mountain Water.
Nope. That’s not a typo. That’s the real name of the company.
In fact, we’d like to congratulate Greg Fass and his team for putting together some of the most creative marketing promotions we’ve ever seen.
And in this article, we’ll explore a couple of them.
Greg Fass Makes the News
Greg Fass is no newbie to thinking outside the box.
Forbes has named him one of the Most Entrepreneurial CMOs for 2022.
He earned his spot through disruptive yet effective advertising.
For example, Greg and his team used their own blood, sweat, and tears (literally) to create custom skateboards. To no surprise, this news took off on Twitter.
As a company without large budgets, Greg Fass has been building the brand, staying innovative with his advertising strategy, and more.
Overall, he works hard to catch the eyes of many, trying to maximize reach. Marketing is a fundamental source for every company and Greg Fass nails it with his out-of-the-box strategy.
Greg Fass and Humble Beginnings
Like most of us, Greg didn’t just jump into his career. He started as an intern.
Greg has held various jobs within the sphere of digital marketing.
His first real position was in Social Media as a Coordinator where he got his start developing Facebook apps and maintaining blog websites.
Greg Fass spent the majority of his career, so far, at MeUndies. He spent a few years as a Senior Brand Marketer and was promoted to Director of Brand Marketing.
A word about Liquid Death Mountain Water. It’s possible you never even heard of the company.
It’s an environment-friendly, not-bottled water product.
Liquid Death Mountain Water is environment-friendly because it’s not packaged in a single-use plastic bottle. Those bottles, as you probably know, take up space in landfills and oceans.
Also, they’re not biodegradable over a short time period.
The “Death to Plastic” section of the Liquid Death website claims that if plastic pollution isn’t curbed, plastic will outweigh fish in the ocean by 2050.
That sounds ominous.
Liquid Death Mountain Water isn’t bottled because it’s offered in aluminum cans. And aluminum is infinitely recyclable.
But what about the product itself? That’s awesome as well.
The company doesn’t just bottle water from a lab. Liquid Death Mountain Water lives up to its name.
It comes from the Alps.
Here’s what the website says about it: “Liquid Death comes from a deep underground mountain source protected by a few hundred feet of stone. The water is tapped right from the source into our bottler where it goes directly into air-tight cans after a fancy purification process that 100% maintains the original mineral profile of the water.”
So it’s a product from nature that also respects nature.
Greg Fass snd “Body by Bert”
And then there’s the marketing. This is where I tip my hat to Greg Fass as he’s clearly one of the most outstanding communicators in marketing alive today.
Take the “Body by Bert” promotion, for example. Or you can read about it here.
Please note: if you opt to watch the video, you might then understand why I gave you the option to just read about it instead of watching it.
You can’t unsee that.
But, of course, that’s the point of the ad, isn’t it? It’s not something people will quickly forget.
Anyhoo, the ad features comedian Bert Kreischer in a “workout” video. When it starts, Bert appears in shorts that might be a little too revealing and a half-shirt that might be a full shirt if not for his protruding beer belly.
He’s also wearing the kind of accessories you’d expect to see in any 1980s workout video: a headband and leg-warmers.
Bert introduces himself as a fitness influencer. And the video just gets funnier from there.
“You know, a lot of people ask me: ‘Hey, Bert, how do you get a body like that?'” he says at the beginning.
While he’s speaking the camera zooms in to his midsection revealing just a little too much information.
Shortly after that comes the product promo. “You can’t kill your saddle body if you don’t first kill your thirst.”
Enter, stage right, an assistant wearing a headset who brings Bert a can of Liquid Death.
He notices that the can is opened and chuckles: “Looks like someone started this for me. Only fresh ones. Thanks.”
The comedian downs the water in dramatic fashion with a lower third that reads: “Body by Bert Hydration Break.”
Eventually, Bert gets around to an actual “exercise.” It involves eating jalapeno poppers.
But he eats them by putting one popper in each hand, stretching out his arms, and putting them in his mouth simultaneously.
So I guess there’s a bit of a workout component involved after all.
Greg Fass pushed the boundaries of marketing. Right now we are in an era of short-form video.
So how did Fass create this successful long-form video ad?
He borrowed from 80s staples such as Jazzercise. He also aims to make legit entertainment that doesn’t feel or look like traditional marketing.
Wrapping It Up
Those are just a couple of examples of how Fass dabbles in creative marketing. If you want to see more, feel free to check out the company website.
It seems like all of his promotions carry the quality of a Super Bowl ad. Although they’re certainly not as expensive.
And that’s why Forbes put him on its Entrepreneurial CMO List just this year.
“He’s creating and co-opting cultural trends, events and news to maximize reach—marketing a fundamental source of life, water, as death,” Forbes said.
Indeed, he’s one worth following.