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Not Suitable for the Holidays
About the Product: Liquid Death is a beverage company that prides themselves in their efforts to eliminate plastic pollution by packaging their products in aluminum cans. Their odd and somewhat scary art direction and humorous tone gives them a very distinct look as a brand, which allows them to stand out over different beverage companies.
The Objective: Liquid Death wants to own the Christmas season. Persuade consumers to purchase Liquid Death during the holidays, which may be challenging considering their brand tone is murderous, satanic, and even bloody.
The Strategy: Liquid Death isn't a fan of the holidays. They would rather "crush" the Christmas spirit, and we're not going to stop them.
The big idea: Liquid Death is not suitable for the holidays.
It's just a fact that Liquid Death does not fit your average Christmas theme, and we're okay with that.
Rather than showing Liquid Death in a campaign that doesn't match their style, we would rather see them destroy all Christmas cheer.
It's only right they get to share how they truly feel about Christmas.
Copywriter: Sandra Sanchez
Art Director: Maya Goodlow
Digital Banner 1
This static banner depicts Liquid Death crushing a Christmas ornament to pieces.
The headline is meant to mirror a warning sign, along with the tagline, "not suitable for the holidays".
Digital Banner 2
This animated banner shows Liquid Death destroying Christmas decor
The headline is a danger sign warning all people to stay away from the damage that Liquid Death has caused. It is accompanied with the tagline, "not suitable for the holidays".
Storyboard
OOH - Bus Shelter
This out of home advertisement shows Liquid Death demolishing a gingerbread house. The weight of the Liquid Death can as well as their hatred for the holidays is too powerful for the gingerbread house to withstand.
This ad will be placed in a bus shelter. The headline is a danger sign warning all people to stay away from the damage that Liquid Death has caused. It is accompanied with copy reading, "experts advise to keep gingerbread houses away from Liquid Death until Christmas has subsided".
Print Ad 1
This print advertisement will be displayed in magazines. It shows a Liquid Death can smashing a snowglobe.
The headline warns people about the dangers of Liquid Death during the holiday season. The copy at the bottom reads, "Liquid Death is taking a stand against Christmas this year due to the Christmas spirit being overly cheerful".
Print Ad 2
This print advertisement will be displayed in magazines. The tone of the ad mirrors a warning sign. The headline says the survival rates of candy canes are decreasing because Liquid Death is crushing all of them.
The copy at the bottom reads, "all candy canes in the surrounding area will be destroyed by Liquid Death on account of our lack of Christma spirit". It is accompanied with the tagline, "not suitable for the holidays".
Print Ad 3
This print advertisement will be displayed in magazines.The headline is a caution sign that says the Christmas music will be destroyed by Liquid Death.
The copy at the bottom reads, "Liquid Death has released a statement declaring that we will not participate in the holiday season. We've stated that we hate Christmas music, and would rather die than listen to one more Christmas carol". It is accompanied with the tagline, "not suitable for the holidays".
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