Liquid Death Targets Retail Growth with New CTV Strategy

PHOENIX, Ariz. — Liquid Death is shifting its marketing strategy as it prepares to launch Liquid Death Energy. Benoit Vatere, the chief media officer, announced the company’s transition from paid social media to controllable connected TV (CTV) advertising.

Vatere emphasized the importance of understanding the customer journey. “I want to understand the path to purchase properly,” he said, explaining that tracking conversions from initial awareness on CTV to final sales in stores is vital. He noted the necessity of audience portability across platforms, seeking to follow consumers through their buying journey.

While Liquid Death enjoys strong organic reach on social media, Vatere stated, “If I cannot control the outcome, why spend there?” He believes CTV offers the necessary tools for effectively managing messaging and frequency, making it a preferred option.

Vatere said that Liquid Death plans to harness data from retail partners. Brands such as Amazon and Walmart have been receptive to collaboration, which he sees as critical for effective marketing. “If you are direct, they listen,” Vatere explained about his approach to retailer relationships.

As for innovations in-store, he expressed a desire for advancements such as digital screens that can determine when customers are present in aisle locations. “I do not know if that is six months or six years, but the big retailers are working on it,” he stated.

In addition to traditional retail efforts, Vatere is exploring out-of-home advertising solutions, particularly with Live Nation at venues. He noted that this could improve engagement across various platforms.

Liquid Death does not rely on cultural trends for content, with Vatere asserting, “You become irrelevant and boring” if you chase trends too closely. The brand shines by creating its unique space and attracting user-generated content without soliciting it.

On the technological front, Vatere shared that AI assists in campaign management but is not present in the creative process. He is open to leveraging AI for improving execution in the future, as long as it aligns with Liquid Death’s brand identity.

The ambitious launch of Liquid Death Energy is scheduled for December 1 on Amazon, with plans for nationwide rollout by January 1. “It is a big category with a lot of competition. It can get very big, very fast,” he remarked about the impending entry into the energy drink market.

Finally, Vatere reflected on the Super Bowl’s advertising impact, noting, “People are actually watching the ads.” He appreciates the opportunity for exposure at significant events while maintaining a nimble strategy for the brand’s marketing efforts.