What does it take to “win the internet for a day”? 

What happens when a billion-dollar beverage company throws out the traditional marketing playbook and rises to the top without a brand book, ad agencies or creative briefs? 

Recorded live at Cannes Lions 2026, Frontier CMO host Josh Spanier joins Liquid Death’s Chief Media & Digital Commerce Officer Benoit Vatere for a refreshing conversation on the ‘method behind the madness’ of one of the most talked-about brands in marketing. 

From its outrageous creativity of “doing the unexpected” to its masterclass ability of turning awareness into sales, Benoit cracks open the can on how Liquid Death built a category-defining brand and why the company – less than a decade in, is only just getting started. 

00:00 Liquid Death's Marketing Playbook

02:30 Why the Best Ideas Start Dumb

05:00 No Briefs. No Agencies. Just Comedy.

08:00 How Viral Campaigns Are Created

11:10 Winning the Internet vs. Driving Sales

15:10 Building a Billion-Dollar Challenger Brand

19:00 Why Liquid Death Has No Brand Guidelines

22:15 The Metrics That Actually Matter

27:00 Marketing Lessons Any Brand Can Use

28:15 Why AI Can't Replace Great Creativity

34:00 The Future of Digital Commerce

37:35 Three Takeaways for Every CMO