At Liquid Death, they don't use the word consumer. Instead, they have a team called "human insights." Greg Fass, VP of marketing, believes this approach helps to understand audiences as intelligent beings. They create content that resonates with humor and wit, ensuring that marketing feels more personal and engaging rather than transactional.
Liquid Death has done more than reinvent the better-for-you beverage category - they've reinvented marketing, as well. Their unique broaching of humor and unconventional themes sets them apart, demonstrating that marketing can be provocative while effectively connecting with audiences.
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