Liquid Death BioSnap a weekly updated Biography.
Fresh off a string of headline-grabbing stunts and big-name collaborations Liquid Death is proving once again that disruption and spectacle are its most valuable currencies. Just yesterday Treasury Wine Estates and 19 Crimes unveiled Severed Red a limited-edition wine crafted with a single drop of Liquid Death Mountain Water in every bottle according to Shanken News Daily and PR Newswire. The moody California blend features the beverage disruptor’s notorious Murder Man as an honorary 19th Crimes convict and the launch is accompanied by augmented reality experiences plus a campaign cartoonishly celebrating the murder of thirst. The wine is out now online and hits retailers nationwide this January making it a rare cross-category partnership likely to keep Liquid Death top of mind far beyond the beverage aisle.
On the pop culture front Liquid Death crashed theaters as the in-universe sponsor of the dystopian game show in Paramount’s new The Running Man film. Marketing Dive highlights the cleverness of Liquid Death’s custom ad featuring Colman Domingo’s character pitching the beverage as a way to “bury your thirst in a shallow grave” amid action sequences and bloodthirsty dystopia. With its own version of a Super Bowl moment right inside a major studio movie the brand cements its status as a cultural tastemaker and creative partner sought by the entertainment industry.
Then there’s the social media buzz which went into overdrive after a podcast episode by Tim Pool questioned the authenticity of a charitable commitment on Liquid Death’s website according to Spreaker sending ripples through multiple online communities. The company’s handling of the dispute is under scrutiny this week as the story continues to circulate on platforms like TikTok and Twitter. Meanwhile on digital and retail media the brand’s Chief Media Officer Benoit Vatere is touting a hacker’s approach to Meta buying up retail media and prioritizing reach according to MediaPost.
Liquid Death’s flair for limited releases and viral collaborations shows no signs of slowing. Last week the brand auctioned off a one-of-a-kind 85-pound casket-shaped cooler with Yeti their “Casket Cooler” constructed as an art piece fit for Halloween racked up over 500 bids and a final price north of 42000 reports MediaPost. The campaign came on the heels of their Amazon-sellout “Hot Fudge Sundae Sparkling” and a celebrity-packed Death Dust launch with Ozzy Osbourne this summer.
Liquid Death’s billion-dollar trajectory and cult following have only deepened as it doubles down on irreverent narratives influencer partnerships and creative worldbuilding. While industry watchers credit Liquid Death with rewriting the playbook for beverage branding the brand faces ongoing questions about the authenticity and longevity of its charitable and social impact promises—a story sure to keep it in the headlines for months to come. All speculation aside its mix of spectacle and savvy continues to capture the thirst and the imagination of a generation.
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