What's Happening?
Liquid Death, a consumer packaged goods (CPG) brand, has successfully piloted the LiveLift performance marketing platform, developed by Ibotta, to enhance its sales and growth. Benoit Vatere, the chief
media officer at Liquid Death, discussed the pilot's outcomes during a Brandweek 2025 session. The LiveLift platform aims to address the challenge of measuring the effectiveness of digital promotions in driving incremental sales. Vatere highlighted that the pilot was profitable both in terms of incremental sales and valuation, and it significantly reduced the sales cycle. The platform allows marketers to set targets and optimize campaigns in real-time, providing a clearer understanding of the return on investment (ROI) for digital promotions. This approach helps distinguish between consumers who are already purchasing the product and those who might be incentivized to try it through promotions.
Why It's Important?
The implementation of the LiveLift platform by Liquid Death represents a significant advancement in performance marketing for the CPG industry. By accurately measuring incremental sales, the platform helps brands optimize their promotional strategies, potentially leading to increased household penetration and brand loyalty. This development is crucial for CPG brands as they navigate the complexities of digital marketing and strive to maximize their ROI. The ability to measure and optimize promotions in real-time can lead to more efficient marketing spend and better-targeted campaigns, ultimately benefiting both the brand and consumers. As the industry moves towards more data-driven marketing strategies, tools like LiveLift could become essential for brands seeking to enhance their market presence and growth.
What's Next?
Following the successful pilot, Liquid Death and other CPG brands may continue to leverage the LiveLift platform to refine their marketing strategies. The focus will likely be on expanding the use of real-time data to further optimize promotional efforts and drive incremental sales. As brands gain more insights into consumer behavior and the effectiveness of their campaigns, they may adjust their media mix and promotional tactics to better target potential new customers. Additionally, the industry might see a shift towards prioritizing incremental return on ad spend (ROAS) over traditional ROAS metrics, emphasizing the importance of measuring true growth and performance.
Beyond the Headlines
The adoption of performance marketing platforms like LiveLift could lead to broader changes in how CPG brands approach marketing and sales. By focusing on incremental sales and real-time optimization, brands may shift away from traditional promotional strategies that rely heavily on temporary price reductions. This could result in more sustainable growth and improved brand loyalty, as promotions become more targeted and effective. Furthermore, the emphasis on data-driven decision-making may encourage brands to invest in advanced analytics and technology to better understand consumer behavior and market trends.
