Liquid Death
Product Launch Strategy + Collaboration (Live Client)
The Ask
Win the internet for the day by making Liquid Death’s new Soda Flavored Sparkling Water's the antidote to Big Soda.
The Problem
Liquid Death does not prioritize marketing to women.
The Solution
Liquid Death Soda Flavored Sparkling Water is the perfect alternative to big soda for breastfeeding mothers to satisfy their sweet tooth and thirst.
Presentation Background
Brand Center Sprint Week:
Briefed Monday afternoon ---- Presented Friday afternoon
This was different from a strategic perspective, because the idea needed to come quick.
It was a work back-words situation where the idea came first then made the idea make sense.
LD's Claim to Fame
Liquid Death came out in 2019 as a disruptive brand in the water category by using absurd marketing tactics to redefine consumers' boring outlook on water, while giving back to the planet and society.
This has allowed them to grow success quickly, and in just 5 years of launching “Liquid Death is now a billion-dollar beverage brand.” -Forbes, 2024
Our focus is on their recently launched three new soda flavored sparkling water flavors, that added to their already existing line that came out in 2020.
Reviewed past work to get into the Liquid Death mindset
Problem :
Liquid Death rarely speaks to, features, or creates products for women, dismissing a large part of their audience that jumps in head first when they do.
Why Don't They?
“Men are significantly more likely than women to be customers of Liquid Death, but women are slightly more likely to be intenders... and make up 30% of their current audience.” -CivicScience, 2023
While LD is currently focused on their present audience, we aim to engage both male and female audiences, laying the foundation for future growth.
-
When they have marketed to women, like the Murder your Meditation campaign in 2022, women loved it and wanted more.
LD has attempted to appeal to and feature more women...
But, this attempt still markets more towards men.
Unwearable goth makeup
Ex Con
P*rn Star
Ex Convict
Women's Audience Opportunity: Breastfeeding Moms
While breastfeeding is a beautiful, nurturing process it comes with some downfalls;
The quench for thirst and sugar cravings
“You need lots of fluids while you're nursing, and your body may tell you so by making you feel extra thirsty.” -GoodRX, 2024
“Many mamas who are solely nursing find themselves wanting sugar every couple of hours, or more, and the cravings are very strong.” -MilkDust, 2022
What is the almost perfect solution to these cravings? Soda!
Here’s the issue:
Women are advised by their doctors not to drink soda while breastfeeding due to the caffeine and high amounts of sugar it contains and outputs into the babies milk.
The Perfect Solution:
Liquid Death Soda Flavored Sparkling Water is the perfect alternative to big soda for breastfeeding mothers to satisfy their sweet tooth and thirst.
-
4g of sugar
-
20 calories
-
No Caffeine
-
Real Agave
Not to mention, Breast Milk is 87% water, creating an even more obvious connection.
Introducing : Liquid Life
The purest of milk created post pump x LD Sparkling Water
Now we just need the perfect spokes mother to convince nursing mothers that LD’s Soda-Flavored Sparkling Water is the perfect alternative for them.
… Megan Fox, duh.
-
She appeals to both male and female audiences (YouGov, 2025)
-
Female: Fame (90.9%), Popularity (49.4%)
-
Male: Fame (91.8%), Popularity (55%)
-
-
Megan Fox was currently 7 months pregnant, and had her baby 3/27/25.
-
She is spooky and fits the narrative of LD
I said yes… And then we drank each other’s blood.
-Megan Fox
2.5 months after presenting this...
Anywho, back to Megan
Click to see my Megan Fox actor portrayal!
Why a Breast pump?
Liquid Death finds a lot of success when they include selling a rare edition product.
We wanted to give the entire breast feeding process a LD makeover, making Liquid Life a full circle moment.
But let's not forget about the ask to win the internet for the day...
2 vial necklaces of Megan’s milk to be auctioned on LD’s website as a spoof off of Megan and MGK’s viral blood necklaces.
Timeline:
-
Went out on mothers day; 1 month after Megan gave birth and and was currently breastfeeding.
All proceeds from the necklace will be donated to...
-
The National Association of Mother’s Center
-
The Thirst Project
Liquid Life x Megan Fox
Care Package
Conclusion:
Following this product launch we hope to see
-
Increased engagement and satisfaction from women on LD’s media, and in sales of their products.
-
Win the internet for the day by selling Megan Fox’s breast milk.
-
Huge headlines across established media channels and news outlets.
-
Virality across social platforms including TikTok, Instagram, X, and Snapchat.
-
-
Increase in awareness and sales for Liquid Death’s Soda Flavored Sparkling Waters.
-
Increase in awareness and funding for the featured foundations.
Further Proof Points
From client’s feedback
Awarded:
Best use of
Pop Culture
Moment
Their goal is to make all liquids, Liquid Death, and breastmilk will definitely be on their mind in the future.
- Andy, VP of LD
From mothers who can relate
The sound of the breastpump in the video is too funny, I got it immediately.
- Jenn Schmidt
I wish their soda [Liquid Death’s] was a thing when I was breastfeeding, soda was one of the hardest things to cut out of my diet.
- Emiliee Adamson
This is on the nose, I was so thirsty when I breastfed, you would never see me without something to drink while pumping.
- Caroline Webster
The Team
-
Kedi, Riley, Logan : (Copy Writers)
-
Mia, Reagan (Art Directors)
-
Kameron (Strategy)
My Role
-
Acting
-
Consumer research
-
Social listening
-
Product and brand research
-
Deck storytelling
-
Cross functional team management
-
Ensuring all aspects of creative make sense strategically and answer the brief.