My Role
Project Management, Research, Content Creation, Strategic and Creative Ideation, Deck Narrative, Pitch, and Q&A Representative.
Deliverables
A 4-day turnaround on a suite of ideas with a video element to provide shareability and thrive as organic social.
Ask
Liquid Death wanted us to provide “a suite of ideas big or small” that positioned their new Liquid Death Soda Flavored Sparkling Water as the antidote to Big Soda in their pursuit of a slice of the $122 billion soda market. The client also urged us to highlight the fact that their product has 90% less sugar than the leading soda brand.
“Sugar Bad” messaging has been going on for years, but…
Even though Liquid Death Soda Flavored Sparkling Water provides 90% less sugar than the leading soda, consumers seem to be relatively content with their sugar intake.
The recommended daily sugar intake for women is 25g and 36g for men. However, the actual average American daily sugar intake is closer to 68g! Consumers have been hearing “sugar bad” messaging for decades, but according to Statista, their sugar consumption has leveled out.
Indicating that consumers have become complacent with their sugar intake.
Insight
While consumers know “sugar bad”, they are largely unaware of the grossly excessive amount of sugar found in Big Soda.
Success Criteria
For our messaging to be successful we had to ask ourselves “what would Liquid Death do?” Ultimately, we felt that Liquid Death would assess success based on the following criteria:
Strategy
Showing speaks louder than telling.
Just how much Liquid Death Soda Flavored Sparkling water would you have to drink to get the same amount of sugar found in a Big Gulp?
The answer is almost 5 gallons…
Meet Glugzilla
Let’s create a parody product that shows just how much less sugar Liquid Death Soda Flavored Sparkling Water contains.
As an added bonus, let’s navigate changing client demands and adapt by writing, filming, and editing this spot 14 hours before the presentation.
But wait, there’s more!!!
The fun doesn’t end there! In addition to Glugzilla, and to fulfill the client’s request for a suite of ideas, we also created a subscription package that gives consumers all of the negative side effects of Big Soda they’ll be missing by drinking Liquid Death Soda Flavored Sparkling Water. Please subscribe today to Grave Consequences!
Result
“Most likely to be a product actually made by Liquid Death.”
- Andy Pearson, VP of Creative, Liquid Death
Credits
Elio Conroy (AD)
Elijah Huston (CW)
Max King (ST)
Harper Lock (CBM)
Caleb Mayer (CBM)
Alex McKinley (XD)
Alicia Rydel (XD)
Bailey Wood (AD)
