Food & Beverage
Liquid Death: The $1.4B Canned-Water Brand That Rewrote B2C PR
EPR's canonical Liquid Death reference — the $1.4B brand, the no-agency playbook, and the B2C PR case study every consumer brand should study.
Tag
Liquid Death — Tagged Articles
Food & Beverage
How Liquid Death, Olipop, and Poppi Built Billion-Dollar Brands
Liquid Death — $1.4B. Olipop — $1.85B. Poppi — $1.95B PepsiCo exit. Three challenger beverages built billion-dollar valuations on three different digital PR machines. The tool-by-tool breakdown of how each one outflanked the soda incumbents.
Food & Beverage
Food PR Got Smaller. Authority Got Bigger.
Gourmet closed. Bon Appétit shrank. The audience moved to creator YouTube, Substack, Reddit, the cookbook market, and the AI engines. Food authority got bigger as legacy food media got smaller — and the brands that understand the shift are taking share.
CPG
CPG Isn't Dead. The Shelf Is Moving.
The most important shelf in consumer products is no longer inside a store. It sits inside an AI answer. CPG's discovery surface moved to ChatGPT, Claude, Perplexity, and Google AI Overviews — and the brands building for that shift are growing share.
CPG
Winning The AI Shelf
The CPG shelf moved. The AI shelf is the shortlist a consumer receives when asking ChatGPT for category recommendations. The CPG Citation Stack, why NYT Food and Wirecutter set the anchor, why Reddit and Costco's community won CPG, and the brands competing well.
CPG
Digital PR Tools — How Liquid Death, Olipop, and Poppi Built Billion-Dollar Beverage Brands
Liquid Death — $1.4B. Olipop — $1.85B. Poppi — $1.95B PepsiCo exit. Three challenger beverages built billion-dollar valuations on three different digital PR machines. The tool-by-tool breakdown of how each one outflanked the soda incumbents.
Public Relations
Top PR Campaigns of the 2020s
Top PR campaigns of the 2020s — Spotify Wrapped, Liquid Death, Patagonia, Heinz Draw Ketchup, IKEA, Dove Real Beauty, and Apple Shot on iPhone. What made each work, and why the playbook is being rewritten for the answer-engine era.
Marketing
PepsiMoji Was a Decade Ahead: Pepsi's Bet on Symbol Communication
PepsiMoji ran across 100+ countries in 2016 with emoji-branded packaging, a #SayItWithPepsi hashtag, and five-second video spots via Ketchum and Porter Novelli. The execution missed — generic symbols, no behavior driver. The instinct — symbol communication on packaging — was a decade early.
Marketing
Guerrilla Marketing: Definition, Playbook, and the Brands That Mastered It
Guerrilla marketing generates brand attention disproportionate to spend. Ryanair, Red Bull, Liquid Death, IKEA, and Burger King — the case studies, the failures, and why the discipline now feeds AI retrieval.
Insights & Strategy
B2C Public Relations in 2026: What Liquid Death Built That Every Consumer Brand Should Study
Liquid Death is the case study every B2C PR practitioner should study. Founded 2019 with one SKU of canned still water. $1.4B valuation by 2024. Reached scale almost entirely through B2C PR, brand voice, and cultural relevance — with less paid media spend per unit than any major beverage competitor.