BACKGROUND:

Launched in 2017, Liquid Death is a water brand with a cult following due to their “punk” brand voice and approach to marketing. They are now one of the fastest growing water brands in the country with sales over $50 million a year. They have also made climate change and the move away from plastic a central part of their brand story. 

TASK : 

Create a PR moment for Liquid Death that highlights their anti-plastic pollution, pro-Earth stance. Your idea should be bold enough to create news headlines for the brand.

Believe it or not, the world produces 400 million tons of plastic waste annually.

Even so, the average person doesn’t feel their carbon footprint matters. Liquid Death partnered with Adult Swim to create a parody horror series where cast members are mysteriously abducted or murdered every time they use plastic.

We recruited our non-waste-conscious cast under the disguise of a getaway trip, but ironically, this is Judgement Day with Liquid Death. Ads for the show will be placed in high-traffic urban areas in tandem with show snippets on Adult Swim’s live broadcast and website.