“We don’t see any category as off-limits”: Andy Pearson – VP of Creative at Liquid Death – on embracing unconventional collaborations

Andy, it’s great to connect. To kick us off, what would you say are the core brand values of Liquid Death?
Someone once said: “Liquid Death is an evil plot to make the world healthier and more sustainable” –which I quite like. We hate corporate marketing as much as everyone else. So instead, we use humour and satire to make entertainment, more in the vein of your favourite sketch troupe or stand-up comedian. Part of our DNA is to look at everything sceptically and ask: “How can this be done better?” It starts from the idea of packaging water and healthy beverages in infinitely recyclable aluminium cans instead of single-use plastics and flows through everything we do.

Liquid Death has a very strong, consistent brand identity. Did it take some time to establish, or was that nailed down right from the off?
We had a very strong sense of what we wanted to be and didn’t want to be from the beginning. But we’ve also been able to hone it over time. By foregoing big integrated advertising campaigns and instead focusing on smaller ideas and content pieces, we test out comedic ideas constantly and learn where the brand can go. In my three-plus years here, it’s been both very consistent but also a constant evolution.

“We have very unconventional takes on things.”

Can you talk us through some of the notable product collaborations the brand has struck to date?
We’ve done almost too many to count at this point. But some of the top ones have been:
• Liquid Death x Martha Stewart Dismembered Moments Candles
• Liquid Death x Nixon Death Clock (for three years in a row)
• Liquid Death x Burton Death Trap
• Liquid Death x e.l.f. Corpse Paint
• Liquid Death x Van Leewuen Hot Fudge Sundae Sparkling Water
• Liquid Death x Yeti Casket Cooler

We’ve also created a number of celebrity collab collectibles that have been super successful.

What were some key factors in deciding to extend Liquid Death into those product categories?
Each one is designed to do something a little bit different. Sometimes we’re looking at them as revenue drivers and other times they’re opportunities for big viral marketing moments. But everything has to be based in a hilarious, entertaining idea. Often it’s a chance to extend into a space we wouldn’t naturally play in. With the help of our brand partners, we’re able to inject our unbridled Liquid Death fun into a new arena and reach their audience and vice versa.

What do you feel is key to successful creative collaborations with your licensees?
Most importantly, they’re willing to go there with us. Suffice to say, we have very unconventional takes on things, and we’re lucky that all our partners have been really excited to go along for the ride with us. They’ve always been trusting to allow us to drive the idea where we think it needs to go. And then when they can help support it in other ways that they’re great at, it makes the product even more successful.

“Each collaboration is designed to do something a little bit different.”

Looking ahead, what other categories do you feel Liquid Death has the potential to extend into?
We’ve already done cold plunges, make-up, underwear, voodoo dolls, and more so we don’t really see any category as off-limits. We’re a brand built on skewering culture so wherever culture is, we feel like we can go there.

Do you feel there’s also potential in brands striking collaborations with you the other way, for licensed flavours of water?
A few months ago we launched our first collab flavour with Van Leeuwen Ice Cream – Hot Fudge Sundae – which completely blew away our expectations and sold out of all our inventory on Amazon within just seven hours. The custom flavour process is a bit more involved, so we have to be sure going into it that it will absolutely crush.

Andy, this has been great. Last question! For any potential partners interested in having a conversation with Liquid Death, what’s the best way to reach out?
The best way is to reach out to Chris Cargnoni at [email protected].

Thanks again!