The effort is one of the ways that Liquid Death is expanding beyond its core marketing territory—with roots in skater, metalhead, comedy and music culture—and venturing further into mainstream areas with connections to the National Basketball Association, the National Football League, Fortnite and Martha Stewart.
“We’re always interested in finding new corners of pop culture where we can bring humor and satire in unexpected ways,” Andy Pearson, Liquid Death’s vice president of creative, told Adweek. “Anyone who’s willing to have a little fun with us is somewhere we like to be.”
It’s not the first time Liquid Death has partnered with a Zack Snyder project, having launched a 30-minute zombie-themed infomercial for Army of the Dead, which also aired on Netflix. The skippable preroll ad on YouTube posted a 7% completion rate, better than benchmarks and the brand’s typical short-form ads.
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