![]() “It’s kind of fascinating,” says Khermouch. Berry It Alive, Severed Lime and Mango Chainsaw each offers ‘20 calories, three grams of real agave and no mercy.’ Alongside its original still and sparkling canned waters, all of Liquid Death’s offerings promise to ‘murder your thirst.’ On Tuesday, it debuted three sparkling water flavors that are decidedly on-brand. It’s the exclusive water brand at 120 Live Nation venues. Its 16.9 oz tallboy is spot on with the times as cans are the preferred packaging of choice for younger consumers, says Khermouch.Įxpect its death march to continue as it just landed $75m in series-C funding and can now be found at Whole Foods, 7-Eleven, tattoo parlors, Amazon and Live Nation concert events. The packaging plays a big part in its success as well. “It’s schtick but it has proved to be a remarkably fertile platform.” “They have a remarkable knack for keeping things fresh, unpredictable and very edgy,” says Gerry Khermouch, editor of Beverage Market Insights. No matter what the outcome, Liquid Death is winning at the moment. Sports fans are some of the most superstitious in the world.” ![]() Sending a witch to the game to force that deciding fumble or interception “makes more an interesting lens to watch the game through. “We are the underdog of the beverage business, so of course we are betting on the underdog,” says Pearson. Liquid Death has also vowed to share half of its Super Bowl winnings with those charities. Specifically, its rallying cry is ‘death to plastic.’ 10% of its sales go to charities that tackle plastic pollution and create clean drinking solutions. The reason why? “We like taking a stance that other brands would never touch,” says Andy Pearson, vice-president of creative at Liquid Death.ĭespite the ominous-sounding name, and penchant for merchandizing its product in coffins, the brand is focused on making a positive impact for the planet. 7 among all beverage brands, per the company. 1 water brand on Instagram and TikTok, as well as the No. Liquid Death’s unapologetic attitude has made it the No. “Witchcraft has been here since the beginning of time – because it works,” the anonymous spellcaster, who has been practicing the dark arts for 42 years, says in the teaser video. What’s more, it bought a ticket for an actual witch who will attend in person and use black magic to influence the outcome of the game. Today the canned water brand announced it will be the first in history to place a $50,000 wager on the underdog of Super Bowl LVI. According to NBC Sports, 30-second ads are sold for roughly $6.5 million, which would make them the most expensive in Super Bowl history.įollow CBS Sports' live updates and reactions on the commercials right here.Now it’s attempting an even bigger trick – capturing consumer attention during the deafening noise surrounding the Super Bowl. The price to advertise to those stars was as big as the game. This year's commercials featured major star power, with those making appearances during the game including NBA star LeBron James, celebrity chef Guy Fieri actors Idris Elba, Paul Rudd, Seth Rogen, Lindsay Lohan, Zendaya, Jason Sudeikis and Matthew McConaughey musician Kenny G ex-NFL players Peyton Manning, Eli Manning and Jerome Bettis and late-night host Trevor Noah. Commercials, as always, were a crucial component of the broadcast. The Super Bowl itself, of course, was not the only entertainment to be had. Super Bowl LVI was a dramatic one, with the Los Angeles Rams scoring a late touchdown to break the hearts of the Cincinnati Bengals and earn a 23-20 victory for their second Super Bowl title in franchise history.
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