Hardware Podcasts

#76 How Liquid Death is Murdering Lame Marketing with Hamid Saify

The Startup CPG Podcast · 18 Jan 2023 · 52m · Episode 53

What this episode covers

Hamid Saify, Liquid Death’s SVP of Digital Retail and one of the company's first hires, explains how the brand scaled from a 9-person garage operation to a $700 million enterprise with 160+ employees and 70,000 retail doors. He details their strategy of using e-commerce as proof of concept before expanding to major retailers like Whole Foods and Target, while leveraging entertainment-led marketing campaigns, such as the Tony Hawk blood skateboard, to drive brand awareness. Saify also discusses their heavy investment in Amazon DSP through agency partner Tinuiti, their use of Okendo for creative reviews, and their efforts to bridge physical retail with digital engagement via their 'Skulls' rewards program and partnerships with Pear Commerce and Instacart.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Liquid Death, Whole Foods, Target, Kroger, Instacart, Amazon, Tinuiti, Nike, Fiji, Avion, Red Bull, Walmart, Airbnb
Products
Air Jordan, Sparkling Ice
Tools
Okendo, Pear Commerce
Also
Hamid Saify, Tony Hawk, Lil Nas X

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