Liquid Death’s Sales Secret Isn’t Comedy, It’s a Ruthless Media Strategy

And real scale, he said, comes from convincing so-called “light buyers” who are also considering other sparkling water brands to buy Liquid Death.

“There’s no loyalty in the CPG world,” said Vatere. “We have super fans, but it’s a small group of people.”  

This is surprising, considering how popular Liquid Death’s ads are. But despite its famously funny spots, the measurable results come from Vatere moving money around early and often, across platforms, based on sales.

“Moving dollars on a monthly basis is part of our DNA,” he said.