Frontier Brief: Liquid Death’s unexpected recipe for marketing success @ThinkwithGoogle
Frontier Brief: Liquid Death’s unexpected recipe for marketing success @ThinkwithGoogle
Uploaded July 2026 | Updated September 2026, 2 weeks ago
How do you build a fan-favorite brand? By asking one question: “What’s the dumbest thing we could possibly do?”

Instead of chasing safe corporate metrics, Liquid Death leans into pure, self-aware comedy. Live from Cannes Lions 2026, their Chief Media & Digital Commerce Officer, Benoit Vatere, joins Josh Spanier on Frontier CMO to discuss the serious business of non-traditional creativity. Benoit shares that when the unexpected meets funny, brands become unforgettable.

Tune in to learn why CMOs need to get their hands dirty, should swap the brief for comedy, and what’s coming up next for Liquid Death. 🚀

Watch the full episode now
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Frontier Brief: Liquid Death’s unexpected recipe for marketing success

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