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

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-01-18
- Length: 52m
- Episode: 53
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify
- Listen: https://share.transistor.fm/s/97c9709e

## Summary

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.

## Chapters

- [0:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=9) Introduction: Hamid Saify and Liquid Death's Growth
- [4:30](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=270) From E-com First to 70,000 Retail Doors
- [8:52](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=532) Early Marketing: Testing, SKUs, and Events
- [16:25](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=985) The Tony Hawk Blood Skateboard Campaign
- [22:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=1374) The Country Club, Lamborghinis, and Cursed Water
- [26:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=1573) Community Building and Hater Comments
- [29:16](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=1756) Driving Retail Velocity and Instacart
- [35:56](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=2156) Amazon DSP Strategy with Tinuiti
- [40:12](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=2412) Okendo Reviews and Creative Attributes
- [43:01](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-01-18-76-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify#t=2581) Maintaining Creative Culture and Future Plans

## Topics

- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- Liquid Death (company)
- Hamid Saify (other)
- Whole Foods (company)
- Target (company)
- Kroger (company)
- Instacart (company)
- Amazon (company)
- Tinuiti (company)
- Okendo (tool)
- Pear Commerce (tool)
- Tony Hawk (other)
- Lil Nas X (other)
- Nike (company)
- Air Jordan (product)
- Fiji (company)
- Avion (company)
- Sparkling Ice (product)
- Red Bull (company)
- Walmart (company)
- Airbnb (company)

## Related episodes from other shows

- [Liquid Death: Mike Cessario](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-01-22-liquid-death-mike-cessario) (How I Built This)
- [Advice Line with Pete Maldonado of Chomps](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-02-advice-line-with-pete-maldonado-of-chomps) (How I Built This)
- [Advice Line with Sarah Kauss of S'well](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-06-20-advice-line-with-sarah-kauss-of-swell) (How I Built This)
- [Guayakí Yerba Mate: David Karr and Chris Mann](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-11-28-guayaki-yerba-mate-david-karr-and-chris-mann) (How I Built This)
- [Advice Line with Kenneth Cole](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-07-16-advice-line-with-kenneth-cole) (How I Built This)

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