LIQUID KILLERS
LIQUID KILLERS
EXECUTION: During a press release. Liquid, formerly known as Liquid Death denounces its brand name and gives full ownership to their competitors, acknowledging that they are the ones truly selling Liquid Death due to the microplastics in their products.
Additionally, Liquid Death ensures full transparency by hijacking competitors' products, replacing labels with the proper namesake logo, and listing ingredients on the nutrition facts label, explicitly stating the presence of microplastics.
CLIENT: Liquid Death
TASK: Create a PR moment for Liquid Death that highlights their anti-plastic pollution, pro-Earth stance.
INSIGHT: Single-use plastic bottles, with their microplastics, are gradually posing a health risk, and most people can't do anything about it because they don’t know.
IDEA: In a strategic move to highlight the issue of microplastics, Liquid Death recognizes that they can't live up to their name and compete as a death-branded drink. This acknowledgment stems from the realization that their competitors are, in fact, intentionally harming their customers with microplastics
