Observed Signal · Aug 11, 2026 · Podcast Interview · Source: AdExchanger · Impact: 2/5 · Sentiment: Positive
Liquid Death Prioritizes Incrementality to Measure Sales
This AdExchanger Talks podcast features Benoit Vatere, Chief Media & Digital Commerce Officer at Liquid Death, discussing the brand’s approach to measurement. Vatere argues CPG sales largely occur at retail checkout and that channel-specific metrics like ROAS are insufficient on their own; he links ROAS to new-to-brand metrics as a proxy for incrementality. Liquid Death focuses marketing toward light and lapsed buyers rather than only superfans. The piece also notes the brand’s partnership with performance-marketing platform Ibotta for always-on incrementality testing and raises the prospect that agentic AI could change grocery shopping dynamics between consumers, brands and bots.
Practical CPG measurement practices and a partnership with Ibotta for always-on incrementality testing are relevant to advertisers and measurement teams but do not represent a major industry shift.
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Key Takeaways & Evidence Grounding
- The piece is a podcast interview with Benoit Vatere, Chief Media & Digital Commerce Officer at Liquid Death.
- Vatere says most CPG sales still happen at the register rather than online and measurement must connect media to physical sales.
- Vatere tracks ROAS attached to a new-to-brand metric as a proxy for incrementality and ignores ROAS in isolation.
- Liquid Death runs always-on incrementality testing in partnership with performance marketing platform Ibotta.
- Article published on 2026-08-11.
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