The new work, from Liquid Death’s in-house creative and marketing team, also harkens back to 2022’s “Breaking the Law” that featured a bunch of hard-partying 8-year-olds who look and act drunk (but definitely are not).

Neither is Kelce in the new ad’s final scene, though she says to a cop who has pulled her over on the road, “Why yes, officer, I have been drinking tonight.”

Early sponsor for Not Gonna Lie

Liquid Death has an existing relationship with Kelce as the exclusive March sponsor of Not Gonna Lie with Kylie Kelce. The podcast premiered in December and quickly became a hit, routinely besting The Joe Rogan Experience on Spotify.

“It just so happened that we could time our sponsorship to a month when we knew she would be about 8 months pregnant,” Pearson said.

The ad, shot recently in Los Angeles and Philadelphia, gives the brand a strong tie to women, with Kelce emerging as a down-to-earth everymom with a sizable female following. 

But Pearson noted that the growing product line skews 50-50 in its male-female fandom, despite its origins in testosterone-fueled extreme sports and its aggressive skull-heavy package design, meant to position the brand against beer and energy drinks.

“Kylie is the perfect ambassador for us because she has the same hilarious, no BS attitude we do,” Pearson said. “Humor is universal so we always follow that wherever it takes us.”

The stunt deepens the brand’s connection with Philadelphia and its famous sports dynasty (Jason Kelce spent his NFL career with the Philadelphia Eagles). Liquid Death recently inked a multi-year deal with the Super Bowl-winning Eagles to become the Official Iced Tea Partner, with the drink added to concessions at the team’s home stadium, Lincoln Financial Field.

And about that “baby” keg: there will be only “a few hundred” of the 5-liter products available, selling for $20 on the brand’s website.