What's Happening?
Liquid Death, known for its irreverent marketing campaigns, is focusing on a strategic media approach to drive sales. The brand's challenge lies in connecting media investments to store sales, a common issue for consumer packaged goods (CPG) companies.
Liquid Death utilizes data from Ibotta, a mobile app that aggregates sales data from retailers, to measure incremental sales and optimize media spending. This strategy allows Liquid Death to increase purchase frequency among existing customers and target 'light buyers' considering other sparkling water brands.
Why It's Important?
Liquid Death's approach highlights the importance of data-driven media strategies in the CPG sector, where direct-to-consumer sales are not always feasible. By leveraging sales data, Liquid Death can make informed decisions about media spending, enhancing its ability to drive incremental sales. This strategy is crucial for maintaining growth and competitiveness in a market with low brand loyalty. The focus on media strategy over comedic advertising underscores the need for effective resource allocation to achieve measurable results.
