Most brands compete against other brands. Liquid Death competes against entertainment.
Greg Fass, vice president of marketing at Liquid Death, joins Barbara Kahn and Americus Reed to explain how the company builds campaigns designed to “win the internet.” From hiring comedians and creators instead of traditional marketers to developing ideas in a writer’s room environment, Greg shares the unconventional approach behind one of the most talked-about brands in marketing.
They discuss why most people distrust marketing, how humor drives sharing, what brands can learn from entertainment, and the creative process behind some of Liquid Death’s most successful campaigns.
