Curse of the blackened heart is a phrase that captures the essence of a tragic and unfortunate existence. It symbolizes the pain, darkness, and despair that consumes an individual who is burdened with a deeply wounded heart. This curse is not one that can be seen or physically felt, but rather it is a metaphorical representation of the emotional and psychological turmoil within a person. The curse of the blackened heart can be brought on by various factors, such as loss, betrayal, trauma, or prolonged suffering. It is a consequence of experiencing deep emotional pain that is left unresolved or unhealed. Like a festering wound, the blackened heart slowly spreads its malevolent influence, infecting every aspect of a person's life.
Cessario spent years creating campaigns for clients such as Netflix, Nike, Organic Valley, Nestle and Toyota before launching Liquid Death in 2017.
But cool alone doesn t sustain sales and it sure doesn t guarantee profits , which is why Cessario told Forbes he s spending money on building out a nationwide sales team to check on how the cans are positioned in stores. At that point, Liquid Death, which sells entirely into North America but is expanding into Europe this summer, expects domestic shipping to account for 11 of total expenses.
Like a festering wound, the blackened heart slowly spreads its malevolent influence, infecting every aspect of a person's life. Those afflicted with this curse often find themselves trapped in a cycle of negativity and self-destructive behavior. The weight of their pain and sorrow becomes unbearable, leading to a spiral of dark thoughts, isolation, and an inability to find solace or happiness.
Liquid Death, the Canned Water, Was Cursed by a Witch for Halloween
Before we dig into the ad, here's a primer on Liquid Death: Launched last year by former Netflix creative director Mike Cessario, in May it raised $1.6 million to take water in a tallboy can to the straight-edge punk crowd.
The appeal for this is broader than one might believe: The funding round was led by Science Inc., with tech contributors that included Dollar Shave Club founder Michael Dubin, Twitter co-founder Biz Stone, and Away co-founder Jen Rubio.
Let's return to that Halloween curse. The ad is long and melodramatic, more a play on stereotypes than anything serious—even if, for pagans and practicing witches, it can feel trite and potentially dangerous. Historically, stereotypes kill minorities, now as then, and not just witches.
Given Mystic Dylan's profession, and its reliance on his legitimacy, it's also a rather flagrant way to invite harm on customers themselves—though in the end, maybe it's not much more serious than locking yourself in the bathroom, lights off, and whispering "Bloody Mary" three times into a mirror, trembling with belief and anticipation.
Belief is everything, right? Belief in money, in the personhood of corporations, in the idea that college should cost 80 grand, in wearing a suit. Belief is the glue that holds society together. And Liquid Death is all about toying with the superficiality of that construction. (Though should demons actually come for you, they're selling an antidote online for 99 cents.)
When Cessario launched Liquid Death as a side project, it was to explore "exciting ways to rebrand water as a substance that was totally opposite of the current yoga accessory stigma, while also having a truthful insight that isn't complete bullshit," he told Adweek last year. "And since we are competing with the most explosive rebellious brands on the market, our healthy water brand had to be even more punk and fuck-you than energy drinks."
It's hard to overstate how much he actually means the "truthful insight" part, on top of everything else. Under a section labeled #DeathToPlastic, Liquid Death's website reveals that the brand donates 5 cents of every can sold to helping clean up plastic pollution. Its water is sustainably sourced in Austria, delivered to homes in 12-packs monthly. And the choice to can it is more than marketing; "aluminum is infinitely recyclable," the site reads.
To be fair, you might miss all that when you notice the "SELL YOUR SOUL" button on the top-nav, and click on it to discover it's not a joke. Here's actor Joe Manganiello selling his, blood-signature and all, to join the "Liquid Death Country Club."
So, cursing product for Halloween is much in keeping with the brand identity, designed to ruffle feathers in a category that plays by "1950s bland and boring rules."
But living punk doesn't mean dying punk, even if you do opt in to swallowing cursed water. Cessario continued: "The youth of today care more about health than ever. Even the fuck-you punk rockers and skateboarders. They are even drinking less alcohol and getting less fucked up. But they still like explosions and extreme sports and heavy music and blowing zombie heads off in video games."
Have you seen their last release, "Hey Kids, Murder Your Thirst"? It's fun in a Garbage Pail Kids kinda way.
"Only unhealthy brands, whose products they don't love, are speaking their language from a brand perspective," said Cessario. "No healthy brands are actually trying to fit into real youth culture. It's likely why we keep getting hundreds of messages from our target audience telling us how much they love the brand. Plus, it makes it easier when the people behind the brand are also the target audience."
Below is the first ad Liquid Death ever made. Pushed with just $600 in media spend on Facebook, it yielded over 1 million views in a couple months.
Do you now believe water is the most extreme and dangerous beverage on earth? As with demon invasions and soul-selling, maybe it depends on who you ask, and when. To wit: A marketing guy pitching Fiji might respond very differently than a marketing guy being waterboarded.
Competition is as tough as ever and inflation and fuel costs are still hurting brands. “It’s an unbelievable marketing success that has come at an incredible cost,” said Robert Brown, a private equity investor who cofounded Encore Consumer Capital in 2005 and passed on Liquid Death after getting pitched two years ago. “The exit has to be tremendous. I don’t think it’s impossible, but it feels like a long road. Could we get to that in five years? Maybe.”
The blackened heart casts a shadow over every relationship and interaction, making it difficult to maintain meaningful connections or find genuine joy. Breaking the curse of the blackened heart requires immense strength, resilience, and a commitment to self-reflection and healing. It is not an easy process, as it requires confronting and addressing the root causes of the pain that initially gave birth to the curse. Therapy, self-help techniques, and support from loved ones can all be valuable tools in the journey towards healing. Ultimately, the curse of the blackened heart serves as a reminder of the devastating impact that emotional pain can have on an individual's life. It emphasizes the importance of confronting and processing our pain in healthy ways, rather than allowing it to fester and consume us. By acknowledging and actively seeking healing, it is possible to break free from the confines of this curse and open ourselves up to a brighter and more fulfilling existence..
Reviews for "The Blackened Heart Curse: A Cryptozoological Enigma"
1. Jack - 2 stars
As a fan of mystery novels, I was excited to dive into "Curse of the Blackened Heart." However, I was sorely disappointed. The plot felt disjointed and rushed, leaving me confused and uninvested in the characters' fates. The writing was lackluster, lacking depth and descriptive language that would have made the story more engaging. Overall, it felt like a missed opportunity and I would not recommend this book to fellow mystery enthusiasts.
2. Emily - 1 star
"Curse of the Blackened Heart" was a complete letdown. From the very beginning, the characters were underdeveloped and lacked any depth or relatability. The dialogue felt forced and unnatural, making it difficult to connect with the story on any level. The plot itself was unoriginal and predictable, leaving no surprises or twists to keep the reader intrigued. I truly regret wasting my time on this book and would not recommend it to anyone seeking a gripping mystery.
3. Sarah - 2 stars
Having read previous works by the author, I had expected "Curse of the Blackened Heart" to be an engaging and suspenseful read. However, it fell short of my expectations. The pacing was incredibly slow, making it difficult to maintain interest throughout the book. The characters were two-dimensional and lacked any real depth or development. Additionally, the ending felt rushed and unsatisfying, leaving several loose ends unresolved. This book was a disappointment and not up to the author's usual standard.