Those vying for the contracts had to chug a can of Liquid Death iced tea in 18 seconds or less—no road test required. Winners—who hail from Florida, Texas and Nevada—also get a year’s supply of beverages, custom apparel with their faces emblazoned on it, and VIP access and credentials to Nascar races.
Liquid Death’s iced tea has an official multi-year sponsorship with Nascar, announced with the brand’s infamous Murder Man mascot at the legendary Talladega Superspeedway last spring.
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The brash canned water brand—with an expanded product line that now includes sparkling and still waters, ice teas and soda-like flavors—has been making inroads with major sports leagues for the past several years, after having established its street cred with skaters, motocross racers, and other extreme sports aficionados. Each promotion has carried the distinct Liquid Death twist, meaning it’s not a traditional logo-slap.
Brand leaders, who ran the outrageously memorable “Breaking the Law” regional Super Bowl spot in 2022, decided the time was right this year to spend north of $7 million for 30 seconds during the tentpole event.
The pricey platform gave the brand a chance to double down on its claim of “making entertainment, not marketing” with its in-house creatives and production team, according to Andy Pearson, vice-president of creative.
“No celebrity talent, no famous songs to license, no CGI dancing whatevers,” Pearson said on LinkedIn shortly after the EDO rankings were released.