Liquid Death teams with The Toxic Avenger for a cheeky faux PSA
Liquid Death has unleashed a new mock public service announcement featuring The Toxic Avenger, the campy anti-hero now portrayed by Peter Dinklage, in a high-school hallway setting. The spot doubles as a satirical jab at Big Soda and a promotional badge for Liquid Death sparkling water, positioning the beverage as the smarter, sugar-free alternative.
In the clip, the Toxic Avenger schools a group of teens on the perils of sugary sodas. “TOXIE: I’m arguably the most unhealthy person on the planet. I fell into a vat of toxic waste, and I’ve got a tumor growing out of my forehead,” he quips, before pulling a grim, gross-out moment that befuddles bystanders. “TEEN LEADER: Gross!” The hero then underscores the sugary risk, noting that “scientists are linking sugar to diabetes, which can lead to limb loss,” before delivering a signature line: “The next time you’re reaching for a sugary soda, think about how hard it’d be to do without an arm.”
The campaign lands as both a playful brand promo and a blunt PSA, echoing Liquid Death’s edgy approach to marketing. It follows the company’s earlier cobranded spot with Amazon Prime’s The Boys, which also leaned into provocative humor to challenge soda giants and their sugary offerings. The Toxic Avenger tie-in is described as a natural fit for Liquid Death’s audience—teens and adults who enjoy boundary-pushing, cult-hero humor.
Behind the scenes, the production offers its own gory anecdote. VP of creative Andy Pearson notes, “There’s nothing like shooting blood gags on set.” He recalls a temporary hiccup with the arm-rip rig, after which director Will Carsola—also the company’s creative director—stepped in to help, ending with Carsola getting sprayed with about a liter of fake blood.
Why it matters: Liquid Death’s irreverent, pop-culture-forward campaigns continue to push the conversation about sugary sodas in a memorable, shareable way. By pairing a cult favorite like The Toxic Avenger with its sugar-free brand, Liquid Death aims to reinforce its positioning as a bold, non-traditional option in a crowded beverage market, while offering viewers a mix of humor and a subtle health-minded message.
Summary: The Toxic Avenger collab marks another high-spirited, provocative chapter in Liquid Death’s marketing playbook, delivering gross-out humor and a clear jab at sugary sodas, with a memorable behind-the-scenes moment to boot.
Positive angle: The campaign blends entertainment with a message about reducing sugar intake, inviting viewers to consider healthier drink choices without sacrificing fun. It also reinforces Liquid Death’s reputation for daring, culturally aligned content that resonates with a wide audience.
Optional points to watch:
– How audiences respond on social media and across video platforms.
– Whether the collaboration translates into increased interest in Liquid Death’s sugar-free products.
– The potential for future crossovers that blend cult-favorite characters with bold beverage branding.