The former creative director of Netflix is selling water in beer cans and calling it 'Liquid Death'

Water is turning heel.

The chemical substance, comprised of oxygen and hydrogen, has long been known for its ability to sustain life. But former Netflix creative director Mike Cessario wants the colorless, odorless liquid to tap into its darker side, so he's introducing a new product called Liquid Death.

While drinking water's new role as the villain might seem unnecessary and take some getting used to, Cessario has had quite a bit of success in his career, successfully marketing some of Netflix's crown jewels, like Stranger Things and Narcos. So give him a chance to make this work.

The Week

Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.

SUBSCRIBE & SAVE

Sign up for The Week's Free Newsletters

Join more than 350,000 subscribers and keep yourself informed with a selection of The Week’s most interesting, enlightening and entertaining stories - plus daily puzzles.

Join more than 350,000 subscribers and keep yourself informed with a selection of The Week’s most interesting, enlightening and entertaining stories - plus daily puzzles.

Sign up

Cessario told Business Insider that his canned water was inspired by his days playing in a punk rock band — in particular, he wanted to appeal to the straight-edge punk crowd, who abstain from drugs and alcohol.

However, he also mentioned that his product, which, again, is water, can appeal to any demographic. Read more at Business Insider.