# How Liquid Death is Murdering Lame Marketing with Hamid Saify (2023)

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2023-09-19
- Length: 55m
- Episode: 53
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2023-09-19-how-liquid-death-is-murdering-lame-marketing-with-hamid-saify-2023
- Listen: https://share.transistor.fm/s/0c5a2a3a

## Summary

Hamid Saify, Liquid Death’s SVP of Digital Retail, explains how the company scaled from a nine-person seed-stage startup to a Series D enterprise valued at $700 million with 160+ employees. He details their strategy of using e-commerce as a proof point to secure national retail placement in over 70,000 doors, including Whole Foods and Target. Saify highlights their entertainment-led marketing approach, including viral campaigns with Tony Hawk and the 'Country Club' membership, and their aggressive investment in Amazon DSP and Instacart to drive retail velocity.

## Outline

1. Introduction: Hamid Saify and Liquid Death's Growth
2. From E-com First to 70,000 Retail Doors
3. Product Development: Still Water to Sparkling Flavors
4. Event Activations and the Coffin Display
5. Viral Campaigns: Tony Hawk's Blood and the Country Club
6. Community Building and Hater Comments
7. Amazon Strategy and DSP Investment
8. Okendo Reviews and Digital-Physical Bridge
9. Creative Culture and Future Outlook

## Topics

- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [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 (product)
- Whole Foods (company)
- Target (company)
- Kroger (company)
- 7-Eleven (company)
- Amazon (company)
- Instacart (company)
- Tony Hawk (other)
- Tinuiti (company)
- Okendo (tool)
- Pear Commerce (tool)

## 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)
- [Live Episode! Glossier: Emily Weiss](https://hardwarepodcasts.com/podcast/how-i-built-this/2018-11-26-live-episode-glossier-emily-weiss) (How I Built This)
- [259 - It's definitely NOT beer with Not Beer founder Dillon Dandurand](https://hardwarepodcasts.com/podcast/people-of-packaging/2024-05-01-259-its-definitely-not-beer-with-not-beer-founder-dillon-dandurand) (People of Packaging)
- [Advice Line with Andrew Abraham of Orgain](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-05-16-advice-line-with-andrew-abraham-of-orgain) (How I Built This)
- [Happy Family Organics: Shazi Visram](https://hardwarepodcasts.com/podcast/how-i-built-this/2020-01-20-happy-family-organics-shazi-visram) (How I Built This)

## Citing this page

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