Explore Liquid Death’s Bold Marketing Moves and Discover Why AI Isn’t Crafting Its Ads
Innovative Strategies from Liquid Death in Media and Retail Development
Leveraging CTV and Retail Partnerships for Audience Engagement
At the recent Groceryshop event in Las Vegas, Liquid Death’s Chief Media Officer, Benoit Vatere, detailed the brand’s strategic shift from paid social media to controllable Connected TV (CTV). He emphasized co-building initiatives with retailers and the anticipated launch of Liquid Death Energy free from fleeting trends. This aligns with Liquid Death’s reputation for understanding its audience deeply, exemplified by its “official iced tea of Arizona” campaign.
Understanding the Audience Journey and Data Utilization
Vatere highlighted a pivotal focus on tracing consumer journeys across all stages. “I aim to comprehend the entire path to purchase accurately,” he shared. “From raising awareness via CTV to in-store purchases. This requires data to track and guide audiences across platforms.” This data-driven approach is central to scaling Liquid Death’s operations.
Revolutionizing Channel Mix for Enhanced Control
With substantial organic reach on social platforms, Liquid Death is refocusing efforts. “Paid social doesn’t need to bear the burden anymore,” Vatere explained. “CTV allows for frequency control and data integration, providing a more significant impact than social media alone. TV exposure enhances the ability to retarget audiences effectively at retail locations.”
TikTok’s Strategic Role and Retail Media Collaboration
While TikTok remains an essential platform, Liquid Death is cautious with expenditure. “TikTok Shop isn’t lucrative for beverages due to shipping costs,” Vatere pointed out. “Yet, it complements retail.” He also praised retail partners like Amazon, Walmart, and Kroger for their proactive collaboration and openness to innovation.
Exploring New Frontiers in Retail Media
In-store digital enhancements are on Liquid Death’s radar. “Digital screens can seamlessly guide consumers,” Vatere noted, indicating potential future innovations. Out-of-home advertising, especially in collaboration with partners like Live Nation, is also under consideration to elevate brand frequency and visibility.
Trend Independence and AI Implementation in Operations
Rejecting reliance on transient trends, Vatere affirmed, “Trends, once recognized, are over. We focus on original content to engage our audience.” On the operational front, AI is utilized for optimizing campaigns rather than creative processes, enhancing efficiency without diluting the brand’s unique voice.
Upcoming Launch: Liquid Death Energy
Liquid Death is poised to introduce Liquid Death Energy on December 1, initially via Amazon, with plans for a broader retail release in the US come January 1. This launch targets a highly competitive category, showcasing the brand’s agility and forward-thinking approach to market opportunities.
As plans evolve, Vatere remains committed to innovation and collaboration, ensuring that Liquid Death’s presence is impactful across various platforms, whether on CTV or a smartphone, keeping its distinct voice resonant and unmistakable.
