The alliance made sense because Dr. Squatch “is another fantastic brand with a cult following and strong DTC heritage,” Andy Pearson, vp of creative at Liquid Death, told Adweek.

Execs see Liquid Death as “something even bigger” than a beverage maker, so “expanding into new categories like this lets us bring our entertainment platform into new spaces and keep things surprising,” Pearson said.

There’s an obvious overlap in the heavily-male target demos, along with similar sensibilities in the brands’ approach to marketing.

Dr. Squatch, with a viral marketing track record, has blossomed into a $450 million behemoth with distribution in Walmart, Target, and other mass retailers. Aside from its flagship soaps, the brand now sells shampoo, deodorant, cologne, and emollients for private parts as a player in the $30 billion men’s personal care category.

Dirt Murderer, launching in single bars and three-packs, is part of the holiday swag parade from Liquid Death that also includes a “Season’s Bleeedings” sweater, tallboy ornaments and “jolly death” gift wrap.