Liquid Death, which has made numerous inroads in recent years with consumer packaged goods and beauty brands, has been on a cross-promotional tear with such brands as Yeti for a casket-shaped cooler; e.l.f. Cosmetics for a Corpse Paint makeup kit that quickly went viral; Dr. Squatch for a “psycho” soap; Kylie Kelce for “baby” kegs; and Kimberly-Clark for a concert-ready Pit Diaper.
Such deals mean that Liquid Death can launch more content and campaigns, while sharing the cost with a partner, as well as keeping fans on their toes because of the unlikely pairings, according to vice president of creative Andy Pearson.
Also in that vein, the brand recently worked with food conglomerate Post for a drink based on Fruity Pebbles cereal. The product, called Cereal Criminal, is a limited-edition flavored sparkling water that’s described as “totally unhinged,” tasting “just like Fruity Pebbles cereal and milk.” It’s selling at Walmart and other retailers, as well as via e-commerce.