Canned water brand Liquid Death, known for its heavy metal style design and edgy marketing efforts, has kicked off a new campaign starring comedian Whitney Cummings.
The Liquid Death Recycled Plastic Surgery Center effort is a humorous spot that pokes fun at bad plastic surgery on the beach bodies and highlights the brand’s mission “to make people laugh and get more of them to drink more water more often, all while helping to kill plastic pollution.”
In the spot, Cummings acts an expert in plastic surgery while also extolling some hard to swallow facts: only about 5% of plastic actually gets recycled. “The rest winds up in landfills or oceans,” she says before the punchline: “But now, it can end up in you.” The spot goes on to show recycled bottles used for plastic surgery disasters.
Cummings is not only a spokesperson, but also an investor in the brand along with Live Nation Entertainment Inc. and music group Swedish House Mafia. The company has benefited from investments from various outfits and is valued at $700 million, per Forbes.
The new campaign is on brand for the company which also once created a blind taste test comparing Liquid Death to a range of exotic liquids including Spanish squid ink and a blended Wagyu cheeseburger. The brand also placed a $50,000 bet on the underdog team at the Super Bowl in 2022, to showcase its own underdog status and pledged to donate 50% of any winnings to “help kill plastic pollution.”
