How Liquid Death Builds Marketing That Wins the Internet
Episode Description
ABOUT THE EPISODE What if your biggest competition isn’t another brand, but Netflix, TikTok, and YouTube?
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.
ABOUT THE PODCAST Marketing Matters is hosted by Wharton marketing professors Barbara Kahn and Americus Reed. Each week they discuss marketing and advertising trends, consumer behavior, data and analytics, the latest in retail marketing, brand-building, and much more with their expert guests. Episodes are recorded at the Wharton School.
#LiquidDeath #Marketing #BrandStrategy #Advertising #ContentMarketing----- The Wharton School of the University of Pennsylvania is committed to sharing its intellectual capital through Knowledge at Wharton, the school’s online business analysis journal.
Launched in 1999, Knowledge at Wharton offers free access to:
- Articles, podcasts, and videos highlighting Wharton faculty research and analysis of current business trends - Interviews with book authors from Wharton School Press - In-depth series of curated content like Wharton Executive Education’s Nano Tools for Leaders - A searchable database of more than 10,000 articles covering all aspects of business - A weekly newsletter that delivers Knowledge at Wharton insights directly to your inbox
Visit the Knowledge at Wharton homepage: https://whr.tn/3qUpSBE Subscribe to the Knowledge at Wharton YouTube channel: https://whr.tn/3DEAgAU
Brief Summary
Greg Foss discusses Liquid Death's unique marketing strategies and the importance of humor in advertising.
Key points
- The Rise of Liquid Death. Greg Foss discusses how Liquid Death's unique marketing strategy has made it a household name.
- Winning the Internet. The challenge of creating content that stands out in a crowded digital landscape.
- The Power of Humor in Marketing. Exploring how humor can engage audiences and combat marketing fatigue.
- Creative Marketing Insights. Exploring how humor and creativity shape advertising strategies, especially in unconventional products.
- The Power of Emotional Connection. Balancing emotional appeal with rational reasons for product choices in marketing.
Ask about Knowledge at Wharton
Episode highlights
- The Rise of Liquid DeathGreg Foss discusses how Liquid Death's unique marketing strategy has made it a household name.“How do we build this brand for the masses without losing the soul?”8:18Jun 18, 2026
- Winning the InternetThe challenge of creating content that stands out in a crowded digital landscape.“Win the Internet like I would like to do that too.”11:10Jun 18, 2026
- The Power of Humor in MarketingExploring how humor can engage audiences and combat marketing fatigue.“Humor is a way to smooth over what might be kind of this latent fatigue of marketing.”18:13Jun 18, 2026
- Creative Marketing InsightsExploring how humor and creativity shape advertising strategies, especially in unconventional products.“It's actually one of the more brilliant things that we've done here.”22:27Jun 18, 2026
- The Power of Emotional ConnectionBalancing emotional appeal with rational reasons for product choices in marketing.“We still need to lead with that emotional connection.”26:51Jun 18, 2026
