You could use a sales team, sizzle videos, zoom conferences & media to explain the benefits of trading on IEX’s exchange, or you could brew a beer that embodies these benefits. IEX is known to have rich mid-point liquidity on their exchange, and Liquidity beer brought that liquidity to life and made it taste good. We’ve found that people really like beer over explainer videos.

IEX released a new order type near the super bowl called D-Limit, their first lit order type (as opposed to dark). We developed a hot sauce called “Lit” that touted the intangible benefits of the new order type and sent it to key “finfluencers.”

Lit sauce and D-Limit were promoted by drafting off the cultural phenomenon of the chicken sandwich wars–IEX won by simply putting the best sauce on every existing chicken sandwich. A “super bowl” spot introduces the sauce, order type and their decisive victory.

To continue the conversation post launch, the founder and president of the exchange were generous enough to do a special edition of their Boxes&Lines podcast called “heated conversations” where they explained D-Limit in greater detail, while snacking on habanero peppers.