💰 $400 Million Dollar Mud

G'day Sellouts!

Two weeks ago, we talked about Athletic Brewing’s rise by targeting consumers who gave up alcohol.

Today, we’re again diving into why quitters might just be your next big customers – this time with MUD\WTR, a brand that grew into a $400M empire convincing people to swap their coffee for mushroom tea.

As someone who treats coffee like water, I made the switch to MUD\WTR after seeing one of their brilliant long form ads.

What made me ditch my beloved brew? It wasn’t just the product – it was the voice they used to sell it.

Let’s explore how MUD\WTR took on an oversaturated market with a killer brand voice that won over niche audiences, expanded into the mainstream, and scaled like crazy.

Lesson 1: Build Your Voice Around Habits, Not Problems

When Shane Heath founded MUD\WTR as a coffee alternative in 2018, he didn't start by telling people coffee was evil.

Instead, he leaned into what people already loved about it: the comfort, the ritual, the routine.

MUD\WTR’s headline message? Your new morning ritual.

Brand voice: not what you say but how you say it.

Notice they didn’t say, “Quit coffee now” or “Coffee is bad for you.”

Instead, they focused on adding something new to your day, not taking something away.

That subtle yet powerful positioning let them tap into a habit people already had while nudging them toward a better alternative.

Once MUD\WTR had identified their core habits, their next move was to amplify their voice.

Lesson 2: Start Loud, Then Soften

MUD\WTR’s first voice was bold, edgy, and unfiltered.

Taglines like “We’re not mad at coffee, we’re just disappointed” and viral campaigns featuring custom “F*CK YOUR COFFEE” mugs stood out amongst a sea of sameness amongst coffee brands.

Their ads felt raw, rebellious, and unapologetically niche.

Why did this work? Because it spoke directly to their core audience: health-conscious, new-age consumers.

If you felt the ads were too hipster, you weren’t their customer – and that was okay.

But when it came time to scale, MUD\WTR pivoted to a softer, more inclusive voice.

In 2023, they launched a campaign centered around burnout and mindfulness, replacing edgy slogans with lines like “Support your local sunrise” and reframing their product as an antidote to hustle culture.

Remember: that period was the peak of post-pandemic occupational burnout. "Quiet quitting" was a hot topic, as was unplugging and "toxic hustle" culture.

MUD\WTR adapted to this moment to broaden appeal without changing their underlying pitch.

Smart guys, very smart 👏

Once they had established a loyal community, MUD\WTR shifted their focus to what would keep that community invested: storytelling that resonated with their journey.

Lesson 3: Stay in Your Lane

MUD\WTR’s messaging evolved, but its core values never wavered: wellness, mindfulness, and ritual.

From day one, they’ve been about a lifestyle.

This authenticity made their transition from niche to mainstream feel natural.

Their early adopters didn’t feel alienated, and new customers felt welcomed into a brand that had built trust over time.

The key lesson here is Your voice can change, but your values shouldn’t. 

Consumers can spot inauthenticity a mile away.

Whatever your brand voice evolves into, it needs to reflect the same mission that got you started.

As MUD\WTR’s products have evolved, they’ve maintained their reference to daily ritual – doing so maintains their positioning in day-to-day routine rather than just another supplement to add to the kitchen counter table.

Lessons Into Action

MUD\WTR didn’t build a $400M business by luck.

They mastered the art of connecting with their audience, adapting to cultural shifts, and scaling their voice without losing their initial identity.

So, as you think about your own brand voice, ask yourself:

• Are you speaking directly to the people who will care most about your product?

• Does your voice reflect the habits and values your audience already identifies with?

• Are you ready to evolve your voice once you’ve found product-market fit?

Your voice is your brand’s compass – it can change direction, but it should always point back to your core identity. Start bold, stay authentic, and scale with intention.

In closing out this email, I’d like to know what product or habit are your customers most attached to, and how are you helping them transition to something better?

Until next time, keep selling out.

Luke

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