Ep 288: Liquid Death Mountain Water: Hamid Saify - Death, Beverages, and the Attention Economy
DTC Podcast · with Hamid Saify · March 20, 2023 · 38 min
Summary
Liquid Death Mountain Water has achieved unprecedented growth by masterfully leveraging brand and content to capture consumer attention in the crowded CPG space. This episode dissects their unconventional strategies, from humorous messaging to a wildly successful merchandise program, offering DTC brands a blueprint for building cultural relevance and a passionate customer base around seemingly ordinary products. Learn how to differentiate your brand and command attention in the modern economy.
Key takeaways
Liquid Death's success hinges on selling 'attention' through bold brand voice and humor, not just water. Brands should identify their unique 'attention currency' and lean into it.
Emotional connection is built by treating every customer touchpoint as an opportunity to entertain and engage, exemplified by Liquid Death's 'opinions from internet randos' review section and 'charge your soul' mailing list.
A strong merchandise program (custom vending machines, wrapped Lamborghinis) extends brand engagement beyond the core product and drives significant revenue, turning customers into brand advocates.
Unconventional marketing and brand storytelling can disrupt traditional categories and achieve massive cultural saturation, even for a simple product like canned water.
Rapid growth for CPG brands often comes from a deep understanding of customer psychology and a willingness to embrace risk-taking in branding and marketing.
Subscribe to DTC Newsletter - https://dtcnews.link/signup This is a big one…a big moment for DTC Podcast. Today we’re tempting fate with Hamid Saify - SVP of Digital Retail at Liquid Death Mountain Water, one of the FASTEST growing CPG brands in history! https://liquiddeath.com
Hamid is one of the first-ever team members, along for the whole ride, starting in 2017 to today, where Liquid death is in 70,000 doors and last year earned a valuation of $700M!
Selling….water? It’s crazy, but that’s what Liquid death understands better than anyone. They may sell water (still, carbonated, and now tea), but their real asset is customers' attention…This podcast goes deep with Hamid on Liquid Death’s mindset about doing things differently and using every customer touchpoint as a moment to make them laugh in the face of death.
From calling their review section “opinions from internet randos,” to charging your soul to join the mailing list to their significant revenue merch program where they’ve sold customized vending machines and wrapped Lamborghinis. Hamid gets to the bottom of what it’s like to work at an organization that’s achieved unbelievable velocity and massive cultural saturation…slinging water in cans.
The dream is alive. Let’s dive into death…on with the show! Subscribe to DTC Newsletter - https://dtcnews.link/signupAdvertise on DTC - https://dtcnews.link/advertiseWork with Pilothouse - https://dtcnews.link/pilothouseFollow us on Instagra
Liquid Death's success hinges on selling 'attention' through bold brand voice and humor, not just water. Brands should identify their unique 'attention currency' and lean into it.
What does this episode say about brand & content?
Emotional connection is built by treating every customer touchpoint as an opportunity to entertain and engage, exemplified by Liquid Death's 'opinions from internet randos' review section and 'charge your soul' mailing list.
What does this episode say about finance & fundraising?
A strong merchandise program (custom vending machines, wrapped Lamborghinis) extends brand engagement beyond the core product and drives significant revenue, turning customers into brand advocates.
What does this episode say about product & merchandising?
Unconventional marketing and brand storytelling can disrupt traditional categories and achieve massive cultural saturation, even for a simple product like canned water.
What does this episode say about dtc strategy?
Rapid growth for CPG brands often comes from a deep understanding of customer psychology and a willingness to embrace risk-taking in branding and marketing.
