Liquid Death’s Active Meta Ads

Liquid Death's live ads sell sparkling water, iced tea, sparkling energy and branded merchandise. The drinks ads promise a better-for-you can, with lines such as “90% less sugar than top sodas (non-diet)*” and “Less Sugar*. Huge Flavor” carrying the reduced-sugar claim, while the energy ads set out unextreme caffeine and clean flavour. The merch ads sell the Eternal Death Zip Hoodie, the Instant Death Sweatshirt, the Axe Murderer Pint Glass Set, the Death Tee and a hockey jersey, and the tallboy ads point to Amazon and to singles in stores.

The energy ads name the problem of wanting more than one can and answer it with a saner caffeine level, as in “With unextreme caffeine and clean refreshing taste, it's the energy drink for when you want more than one energy drink”. The merch ads address the reader directly, asking whether they have arms and go into public, and one sweatshirt ad sets a deadline of regret.

The account runs 210 active ads in the United States, and 95 were pulled for this page. Stills dominate, with video at 14%, and the longest-running creative has been live 133 days. Shop now is the only button, and 83 ads send people to ampd.to, with the merch store and the pint glass set taking the rest.