Liquid Death's Super Bowl Debut; A Bold Move in Beverage Marketing

2025-03-01

Liquid Death, the irreverent canned water brand known for its edgy marketing, is making waves with its first national Super Bowl commercial. The 30-second ad, titled “Safe for Work,” features professionals like surgeons, pilots, and school bus drivers cracking open tallboys on the job—only to reveal it’s just water. The campaign, created by Liquid Death’s in-house team and director Mike Bernstein, leans into the brand’s signature shock-value humor, aiming to surprise viewers while reinforcing its identity as a healthy beverage alternative.

The Super Bowl ad marks a significant investment for the $1.4 billion company, with CEO Mike Cessario calling it a “great value buy” given the game’s massive audience. Liquid Death has previously experimented with regional Super Bowl ads, including a 2022 spot featuring hard-partying kids, which went viral. This year’s national debut underscores the brand’s growing ambition and its strategy to leverage high-profile advertising to reach new audiences.

However, Liquid Death’s international expansion has hit a snag. The company recently announced a temporary pause on sales outside the U.S., including in the U.K., citing production challenges. Despite strong brand awareness, the brand struggled to gain traction in markets like the U.K., where consumers have access to high-quality tap water and are less inclined to pay premium prices for canned water. Liquid Death’s bold branding and heavy metal aesthetic, while successful in the U.S., faced cultural and logistical hurdles abroad.

As Liquid Death continues to innovate with new product lines, including sparkling waters and iced teas, its Super Bowl ad represents a pivotal moment in its quest to solidify its place in the beverage industry. Whether this gamble pays off remains to be seen, but the brand’s commitment to disruptive marketing ensures it will remain a topic of conversation.

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