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# Liquid Death’s media chief on proving ads move cans off shelves
- URL: https://fabric-media.ghost.io/liquid-deaths-media-chief-on-proving-ads-move-cans-off-shelves/
- Published: 2026-08-11T19:48:33.000Z
- Updated: 2026-08-27T00:47:57.000Z
- Description: Liquid Death’s Benoit Vatere talks measurement strategy for tying media spend to actual retail sales lift. It’s a rare CPG-side view on solving marketing attribution’s hardest, most persistent problem: sales causation, not just correlation.
- Author: Fabric.Media Editorial
- Tags: Measurement

*Signal from* [*AdExchanger Talks (podcast)*](https://adexchanger.libsyn.com/?ref=fabric-media.ghost.io) *·* [*read the original*](https://adexchanger.libsyn.com/murder-your-thirst-and-measure-everything?ref=fabric-media.ghost.io)*.*