Liquid Death's Killer Collabs: Shaking Up Telecom, Cereal, and Pilates

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Fresh off one of the wildest weeks in beverage branding Liquid Death just catapulted itself back into headlines with a barrage of bizarre partnerships and unconventional stunts. On September second Boost Mobile dropped a campaign in collaboration with Liquid Death that the business press is already calling a blitz against the big three wireless carriers. According to GuruFocus and PR Newswire this Halloween themed ad campaign features a psycho cellphone bill character with Liquid Death’s signature irreverent style essentially taking direct aim at everything bloated, predatory, and uncool about the telecom industry. The Stable and CampaignLive both backed up the buzz calling it a uniquely weird collaboration that could disrupt standard advertising conventions and put both brands top of mind with the under 35 crowd.

But Liquid Death’s week did not stop there. It scored another unexpected crossover with Fruity Pebbles for the launch of Liquid Death Cereal Criminal a limited edition cereal now hitting store shelves according to Post Consumer Brands. This “killer collaboration” leans into Liquid Death’s ability to blend nostalgia with shock value—offering fans something downright rebellious for breakfast. Liquid Death’s relentless march into new lifestyle territory continues with yet another left-field appearance two days ago in Fargo, North Dakota. Fargounderground reports that Liquid Death is the headline sponsor for the “Death by Pilates” event at the soon-to-open Synclaire Social and Wellness Club, a cheeky nod to their ironic health-meets-anti-corporate marketing DNA.

Meanwhile the marketing world is still chewing over CEO Mike Cessario’s address at Cannes Lions earlier this summer. WARC summarized his take that the brand’s entire strategy hinges on radical entertainment and stopping power—touting confusion and humor as Liquid Death’s most reliable sales tool. The brand’s ability to make healthy drinking habits genuinely entertaining is paying off handsomely with approximately 70 percent of their sales now coming from flavored tea and low sugar drinks instead of the original mountain water. Over on YouTube and food trade circles The Food Institute hints that Liquid Death is quickly becoming the beverage most likely to be name-dropped by Gen Alpha influencers—elevating “pester power” and making the brand a common sight in youth-oriented content.

No surprise then that social media is awash with everything from Liquid Death latte fan posts to debate about whether the brand should launch its own coffee line as seen on platforms like TikTok and Instagram in the past few days. While there’s lots of fan speculation swirling around new products these rumors remain unverified. Bottom line Liquid Death is everywhere right now—turning expectations upside down and making sure that whether it’s a cereal aisle or the yoga studio somewhere someone is talking about them and probably laughing.

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