Liquid Death

Brandcenter Sprint/Live Client | New Product Launch

ASK

Launch Liquid Death’s Soda-Flavored Sparkling Water with an idea that cuts through the noise and positions the brand as the antidote to Big Soda.

CHALLENGE

Big Soda’s misleading health claims and sugary formulas dominate the beverage industry, making it difficult for a disruptive brand to stand out.

SOLUTION

A satirical product launch in partnership with The Ordinary introducing “Organ Care” skincare products to highlight the damage soda does to the body while reinforcing Liquid Death’s transparent, sugar-free alternative.

What is the Brandcenter Sprint?

A week-long competition where students tackle real problems for real clients—fast.

We were briefed by Liquid Death’s VP of Creative, Andy Pearson, on a Monday afternoon. By Friday morning, we were pitching our idea back to him.

The Question Liquid Death Asked:

How can we win the internet for the day and position Liquid Death as the antidote to Big Soda?

The Question We Asked Ourselves:

How do we wow an iconic brand like Liquid Death when it seems like they have thought of it all?

Click to watch our video that earned us the "Best Use of High-Brow Low-Brow" award from Andy Pearson

"If you look at the kind of stuff we make, it’s always a satirical take on the world around us, particularly the world of marketing. And we’re trying to mix high-brow, thought-provoking ideas with low-brow humor. It appeals to all parts of your brain, which is what the best humor and entertainment in the world does."
- Andy Pearson, VP of Creative

Selling Soda-Flavored Sparkling Water with Satire

Liquid Death has built its brand by defying convention, using irreverent humor to expose misleading health and sustainability claims often weaponized by the beverage industry.

So, to announce the launch of its three new Soda-Flavored Sparkling Water flavors, Root Beer Wrath, Killer Cola, and Doctor Death, Liquid Death will use satire to call out the lies told by Big Soda.

Every year, soda kills 340,000 people.

The global consumption of sugary drinks is literally rotting us from the inside out. (NY Times, 2025)

The Consumer Shift

Consumers aren’t dumb they know the risks. In fact, 58% are willing to pay more for healthier alternatives.

(Mintel, 2024)

The "Healthier" Soda Lie

Brands like Poppi and Olipop promote “gut healthy” sodas but the science doesn’t back them up. Poppi is now facing a class action lawsuit over misleading health claims. (Mintel, 2024)

Target Audience: Health-Conscious Truth Seekers

Our target audience includes consumers who are health-conscious and seek better-for-you (BFY) alternatives that deliver indulgent experiences without compromising on transparency and science-backed benefits.

How does Liquid Death define "winning the internet"?

As the Account Manager during the Brandcenter Sprint, I didn’t have the luxury of asking the client what “winning the internet” actually meant.

So we set out to define it ourselves.

We analyzed past campaigns, tracked online interest, and looked for a pattern in the chaos.

How do we win the internet for the day, Liquid Death style?

It’s gotta be funny, a little freaky, and unmistakably Liquid Death.

Insight #1: Brand Partnerships = Big Spikes

Through Google Trends and campaign deep dives, we found that Liquid Death’s biggest spikes in online interest came from unexpected brand partnerships.

In the past year, Liquid Death saw its highest online interest during the launches of its limited-edition Corpse Paint with e.l.f. Beauty and the YETI Casket Cooler collaboration.

They don’t just do brand collabs. They do WTF collabs that break the internet.

“Did this brand really do this with Liquid Death?” That’s the effect they’re going for.

Insight #2: Functionality Isn’t the Point

The partnerships often lead to limited-edition product drops but the products themselves are almost never meant to be used.

They’re collectibles. Conversation starters. Shock content.

These weren’t created for functionality. They were made to make people stop scrolling.

“Every day is April Fools’ Day at Liquid Death. The difference is we actually do what we say we’re going to do.”

-Andy Pearson

Severed Head Pomade

“Your severed head will be winning best in show in no time.”

Travis Barker Enema of the State Collectible Kit

“Enema of the State is a limited edition collectible adult art piece and not intended for use as a real medical device. Enema of the State should never be placed in or near your butthole without consulting a doctor first.”

Tom Segura's Recycling Glory Hole

“Feel the glory of saving the planet!”

Now that we understood Liquid Death’s approach to viral success, the next question was:

Who could we partner with to take down Big Soda and win the internet along the way?

We needed someone unexpected. Someone that shares Liquid Death’s unapologetic honesty.

1. Since Liquid Death traditionally appeals to a more male demographic, we wanted a partner that resonates more with women and allows us to tap into a new, unexpected space.

2. We needed a brand that’s trusted, credible in its category, and bold enough to call out the B.S. right alongside us.

Enter
The Ordinary

A skincare brand known for simple formulas, low prices, and total transparency.

They earned their reputation by stripping skincare down to what actually matters: function, clarity, and results.

Two Truth-Tellers, One Big Lie to Expose

Just like Liquid Death exposes the lies of Big Soda, The Ordinary has made its name by challenging the beauty industry’s B.S.

Its latest campaign, thetruthshouldbeordinary.com, proved its place as a truth-teller making it the perfect partner to call out Big Soda’s lies.

Introducing The Ordinary x Liquid Death Organ Care

We’ve teamed up with The Ordinary, a skincare brand known for its clean ingredients and radical transparency, to launch a limited-edition buzz-worthy collaboration: The Ordinary x Liquid Death Organ Care.

Concept launch video to get consumers excited and stand out against colorful cutesy competitors

Liquid Death will highlight the dangers of soda in a visceral way.

And for those who can’t quite reach their internal organs, don’t worry, every product is formulated to be safe for the body’s largest organ: your skin.

The products come packaged in branded organ transport coolers which also conveniently fit a pack of Liquid Death Soda Flavored Sparkling Waters.

Product line up all designed to “support” the organs most wrecked by soda consumption

Limited-edition product line includes Liver Lotion, Pancreas Peel, Kidney Cream, Stomach Serum, Lung Lube, and Colon Conditioner.

Partnership Impact

By combining Liquid Death’s irreverent humor with The Ordinary’s reputation for truth-telling, we’ll create buzz-worthy, shareable content that not only entertains but drives home the message: Liquid Death is the antidote to Big Soda’s B.S., just like The Ordinary is for the beauty industry.

While The Ordinary x Liquid Death Organ Care is sure to turn heads, at the end of the day we’re here to sell water. With organ-safe Liquid Death soda-flavored sparkling water, our organs will never have to succumb to the grips of Big Soda again.

Since the main goal is to win the internet for the day, we’ll measure the impact of this idea through key performance indicators, including:

Impressions
Social engagement
Sales

TEAM

Alex Ward (AD)

Claire Casalaspi (CW)

Claire Snyder (XD)

Ellie Wilson (CBM)

Emme Schumacher (AD)

Grace Hyde (CBM)

MY ROLE

Brand Audit & Competitive Analysis
Social Listening & Trend Research
Strategy Development
Creative Concepting