Extras

Live Client: Briefed and Judged by LD VP of Creative
   
Written Client Objective
Show Liquid Death Soda Flavored Sparkling Water as the antidote to Big Soda

                     
Verbal Client Objective
Create something that will break the internet for the day
                  Phase 1: Research Phase 2: Building the Idea Phase 3: Product Curation  
 

Phase  1

Research           
                       
Methodology
Lots of secondary research: Online articles, interviews, and surveys
Social listening: Reddit, Tiktok, Instagram, YouTube
Interview: 1 in-person interview

Background
Liquid Death is a water company who is known for their edgy, entertainment-like marketing. Recently they released new flavors of their soda-flavored sparkling water.

Liquid Death has been disrupting the advertising world for 5 years. They do the completely unexpected for a water company by creating Liquid Death themed Depends diapers, skateboards infused with Tony Hawk’s blood, and a Cooler Casket with Yeti.

                  
                                       

Problem
 When we took a look at their Instagram posts and partnerships from the past year we realized that something was lacking.

The use of women.

They took stabs at including women by partnering with e.l.f. Cosmetics to make a gothic makeup kit, using pornstar Cherie DeVille in an ad, and creating a candle with convicted felon Martha Stewart.
     


And women are the ones that are most likely to be interested in buying Liquid Death.


(“Women are intenders, and make up 30% of their audience” (Civic Science, 2023))

Phase 2

Building The Idea
Because Liquid Death is known for doing outrageous, sort of unrealistic work, we wanted to follow suit with our idea. Our idea and target audience is thought of to be vessel in which Liquid Death can re-attract the interest of women. 
Target
Do you know who some of the most dehydrated, soda-craving women are?

Nursing Mothers.


This is where Liquid Death Soda Flavored Sparkling Water comes into action being the alternative to big soda because it contains only 4 grams of sugar, 20 calories, and no caffeine
“You need lots of fluids while you’re nursing, and your body may tell you so by making you feel extra thirsty.” (GoodRX, 2024)

Nursing Mothers also crave sugary drinks like Big Soda but are discouraged to drink them due to the high sugar content and caffeine. These two ingredients have negative effects on their babies development and sleep patterns. (Mayo Clinic, 2025)

“Many mamas who are solely nursing, find themselves wanting sugar every couple of hours, or more, and the cravings are very strong” (MilkDust, 2022)
Our Idea
We need a spokesperson for Liquid Death Soda Flavored Sparkling Water that is not only big in pop culture, but also big on her and her children’s health.

And lucky enough for us, this person was also pregnant.


Reasoning
1. She appeals to both male and female audiences.
  • Female- Fame 90.9%, Popularity 49.4%
  • Male- Fame 91.8%, Popularity 55%

2. She’s pregnant with her 4th child, due in March 2025 (gave birth to her baby girl March 27, 2025).

3. She’s spooky kind of like Liquid Death.

4. She’s into health and wellness.




That is none other than Megan Fox.                                                              
                                                 














                                                                                        

Phase 3 

Product Curation
Breaking the Internet
Liquid Death will release a Liquid Death themed breast pump with Liquid Life detachable baby bottles. These can be stored in the fridge or given immediately to the baby so they can enjoy their Liquid Death Soda Flavored Water Infused breast milk.

But wait, the main goal was to break the internet for the day right?



Yup that’s right Liquid Death will being selling Megan’s Milk.


Remember the blood necklace that MGK and Megan Fox is known for wearing? Well we are paying homage by creating a similar necklace but with Megan’s Breast Milk.

There will be two necklaces (one containing milk from the right breast and the other containing milk from the left) and they will be up for bid on the Liquid Death website around Mother’s Day.




Giving Back
Liquid Death prides themselves by giving back to organizations that help with recycling. So, in honor of their giving back spirit, a portion of the proceeds from the necklace bid will be donated to a national organization that helps single mothers.

Merchandise 

        

Can’t Get Enough?

                  Watch our campaign announcement spot                



EXTra, Extra Read all about it 

In March 2025, two months after our pitch to Liquid Death, they released their Kegs for Pregs spot featuring Kylie Kelce.

Check it out here

Similarities that validate our idea
 1.  Liquid Death has an audience that is waiting to be spoken to.... Women
2.  What better way to promote water than to speak to the thirstiest women out there
3. Using a celebrity that is known by both female and male audiences is the way to go  
Team: 
Reagan Tate (AD)  
Mia Kasper (AD)
Sarah Jones (CBM)
Logan Furey (CW)
Riley Lachance (CW)
Kedi Hickman (CW)My Role: Strategist  
Survey Curation
Interview Question Curation
Social Listening
Competitive Analysis


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