DPAA Launchpad of Innovation - Barry Frey with Benoit Vatere, Liquid Death's Chief Media Officer

In this episode of Launchpad of Innovation, DPAA President & CEO Barry Frey sits down with Benoit Vatere, Chief Media Officer of Liquid Death, for a conversation packed with humor, hustle, and hard-earned media wisdom. Benoit breaks down Liquid Death's evolution from a plastic-free water brand into a full beverage platform spanning flavored sparkling water, iced tea, and energy drinks – and how the brand's irreverent, unexpected marketing (including a viral Pop-Tarts tea commercial and a genre-bending collab with e.l.f. Beauty) has helped it grow well beyond its Gen Z and millennial roots. The two dig into full-funnel strategy, the difference between category conquest and category growth, and why Digital Out-of-Home is Liquid Death's next big test — from gas station screens to airports to in-store retail media. This Podcast is sponsored by AiOO, the retail media platform built for real-time audience activation and closed-loop attribution in physical retail.