Liquid Death is turning its own irreverent humor into a thriving marketing platform, attracting dozens of brand partners eager to ride its distinctive stunts and social buzz.
The brand’s recent partnerships go beyond traditional sports sponsorships, tapping a slate of recognizable names in unexpected ways. Yahoo Sports helped power a literal “guillotine league,” while Sheetz promoted its sandwiches with a chainsaw gimmick, and Depends joined in on a “moshpit diaper” moment. These collaborations, all showcased in bold social posts, reflect Liquid Death’s knack for outrageous, attention-grabbing ideas.
Dan Murphy, Liquid Death’s senior vice president of marketing, described the brand as a stage-alike platform that turns inquiring brands into participants in its world. “We’re going to go into the Liquid Death world, and we’re going to get exposed to this new audience,” he told Marketing Brew. He noted that about 73 brands currently have partnership interest in his inbox.
A sizeable audience and a lean spend
Liquid Death has built a dedicated social following, with about 7 million followers on TikTok and 7.3 million on Instagram. Murphy said the company regularly earns more than a billion media impressions each month, all while keeping costs comparatively low. In 2024, the brand reportedly ended the year with over 30 billion earned media impressions, all achieved with a spend described as under $2 million, including production, talent, and any involved media.
Co-branding with Liquid Death typically involves the partner supplying the hard costs of production and the marketing budget, while Liquid Death’s in-house team contributes the creative framework. The exact terms vary, but the core criterion remains alignment with the brand’s creative sensibilities.
A mutual fit and bold collaboration
Sheetz’s collaboration exemplifies the fit. Ryan Sheetz, executive vice president of marketing and supply chain at Sheetz, said both brands are bold, high-energy, and fun-loving, making them natural partners. The recent stunt—chainsaw-slicing sandwiches for about 150 customers in Cranberry, Pennsylvania—required careful planning and safety measures, including a dedicated blade and food-safe lubrication. It wasn’t a one-off social post; it was a live experience designed to extend the collaboration beyond online clips.
Industry observers view Liquid Death as a standout in a crowded co-branding landscape. Jeremy Ekes, VP of client strategy and services at January Digital, called the brand one of the few that can own this space due to its willingness to take creative leaps.
Educating while entertaining
Beyond the spectacle, Liquid Death is intent on clarifying product messaging as its lineup expands. Murphy noted that awareness has grown, but some consumers still mistake the brand for beer or an energy drink. The current wave of partnerships is seen as a way to reinforce product benefits and expand understanding of what the company offers.
What this means for the brand and potential partners
Liquid Death’s approach demonstrates how a bold, content-driven strategy can generate outsized earned media with relatively modest production expenditure. By partnering with a mix of media, retail and consumer brands, the company can extend its reach while maintaining a distinctive voice. For brands seeking to cut through clutter, this model shows how a shared stage, aligned creative sensibilities, and safety-conscious execution can create memorable, scalable campaigns.
Summary
Liquid Death is leveraging its provocative persona to attract high-profile partners and deliver massive earned media with efficient spending. Its strategy centers on collaborative, out-of-the-box campaigns that blend live experiences with social storytelling, backed by a strong audience on TikTok and Instagram. As it expands its product lineup, the brand is positioned to continue educating consumers about its offerings while keeping its signature humor at the core of its collaborations.
Additional comments and value
– The emphasis on alignment over sheer scale suggests a sustainable model for future partnerships, focusing on quality ideas that resonate with both the Liquid Death audience and partner brands.
– The Chainsaw-Sheetz episode highlights the importance of safety and operations planning in experiential marketing, an area where missteps can undermine even the best creative concept.
– For readers, this showcases a trending path in brand marketing: cost-efficient, high-visibility campaigns powered by bold storytelling and influencer-style reach.
Positive spin
Despite the edgy, unconventional nature of its campaigns, Liquid Death’s approach appears to deliver broad awareness and meaningful engagement without exorbitant spend, indicating a scalable route for brands that want to punch above their weight in a crowded market.