Benoit Vatere on Liquid Death’s Cinematic Ads and AI’s Creative Limitations
At Groceryshop held in Las Vegas, Benoit Vatere, the Chief Media Officer of Liquid Death, discussed the brand’s innovative marketing strategies. Known for its unique branding and bold approach, Liquid Death is successful in the canned water market and is set to introduce Liquid Death Energy.
Benoit Vatere’s Insights on Liquid Death’s Marketing Strategies
Benoit Vatere highlights the importance of blending product instincts with media capabilities. “I’m a product guy and a media guy at the same time,” he explains. This dual focus helps the brand effectively engage audiences across various platforms.
Focus on Audience Tracking
This year, Vatere prioritizes tracking consumer journeys. “I want to understand the path to purchase properly,” he states. He emphasizes the significance of data in identifying touchpoints that lead to conversions. His goal is to transition audiences seamlessly between platforms.
Shifting from Paid Social to CTV
- Liquid Death is moving from paid social advertising to controlled Connected TV (CTV) strategies.
- Vatere expresses satisfaction with organic reach on social media, reducing the need for paid campaigns.
- CTV allows better control of messaging frequency and audience exposure.
“If I cannot control the outcome, why spend there?” Vatere questions, noting how CTV allows for precise audience engagement.
The Role of TikTok and Retail Media
While TikTok is a valuable platform, Vatere mentions its challenges for beverage brands. “Shipping cans is unprofitable,” he acknowledges. Despite TikTok’s incremental contributions to retail, he remains cautious about investing heavily on the platform.
In the realm of retail media, Vatere identifies effective partners. “Amazon is leading. Walmart has shifted gears impressively,” he notes. He appreciates partners who listen and adapt to brands’ needs, such as Kroger.
Innovations in Retail and Out-of-Home Advertising
Vatere also discusses future innovations in retail. He sees potential in digital screens that could engage consumers in-store, enhancing the overall shopping experience. “The big retailers are working on it,” he remarks.
Out-of-home (OOH) advertising is on his radar, especially through partnerships with venues like Live Nation. He believes that increasing brand visibility in multiple locations could enhance consumer recognition.
AI’s Role in Marketing
Despite the rise of AI in marketing, Vatere clarifies its application at Liquid Death. “We do not use AI for creative,” he states. However, the brand employs AI tools to optimize operational efficiency.
Upcoming Launch of Liquid Death Energy
The launch of Liquid Death Energy is slated for December 1 on Amazon, with a nationwide rollout in early January. Vatere describes this moment as significant, indicating the brand is ready for competition in a growing category.
With a focus on controlled outcomes, collaborative partnerships, and a strong brand identity, Liquid Death aims to navigate the dynamic landscape of beverage marketing. The future looks promising as the brand continues to evolve.
