November 3, 2025
The strategic challenge: competing in the mass market beverage category
Liquid Death, one of the fastest-growing non-alcoholic beverage brands, partnered with Ibotta to drive greater market penetration with the launch of a new product format. Having already established its reputation as a premium brand in the high-volume — and highly competitive — soda flavored sparkling water and iced tea segments, the company wanted to broaden its appeal to an even wider shopper base.
Aiming to maximize the launch’s impact, Liquid Death was looking for a performance marketing solution with greater control and faster reporting than traditional promotional campaigns. They needed an innovative, data-driven approach that could:
The solution: in-flight performance measurement and optimization via LiveLift™
With the primary goal of accelerating profitability and growth, Liquid Death leveraged LiveLift, a new CPG performance marketing tool focused on driving profitable revenue growth. LiveLift delivers in-flight reporting on incremental sales lift and the corresponding cost per incremental dollar of revenue (CPID), empowering brands to align promotions with both their growth and margin targets.
Throughout the campaign, LiveLift allowed Liquid Death to optimize offers and adjust investment while the campaign was still running — without guessing or waiting months for results.
Campaign results: efficiency and sales velocity
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The campaign successfully achieved Liquid Death’s objectives, driving significant volume and efficiency for a newly introduced product line in the 18-day pilot period:
- 19% total incremental sales lift
- 23% lift in daily units moved
- 63% decrease in consumer purchase cycle
- Highly efficient CPID
These results show a new, smarter way for CPG brands to market. By combining in-flight data with machine learning, they can quickly and efficiently find the optimal strategies to hit their specific objectives.
We’re energized by strategic partners like Ibotta that are a precise mix of innovation and tactical execution, and that ultimately help drive revenue growth for our company, including increases in sales and quicker purchase cycles we saw during our LiveLift pilot,” said Benoit Vatere, Chief Media Officer at Liquid Death. “LiveLift gives us an enhanced ability to measure incremental sales lift, ultimately empowering us to make better-informed investment decisions on an ongoing basis.”
Benoit Vatere
Chief Media Officer at Liquid Death
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