Liquid Death is known for their epic and viral marketing campaigns including super limited edition merch drops with Tony Hawk, metal albums featuring negative social media comments about the brand as the lyrics (Greatest Hates Vol. 1 & Vol. 2 ), and the Killer Baby Namer, which is exactly what it sounds like. To familiarize yourself with the brand and get a feel for their voice, you can check out these and other previous campaigns HERE or using the links below:

Objectives

Liquid Death is not your typical water company. They hate corporate marketing as much as you do, and their evil mission is to make people laugh and drink water more often... while helping to kill plastic pollution in the process.

Known for epic and viral marketing campaigns - including super limited edition merch drops with Tony Hawk - Liquid Death's marketing robots are here and they want to latch onto your brainstems and drain all of the twisted creative ideas from your skulls. For this project, they're looking for you to come up with some BIG, outside-the-box, publicity-worthy concepts for a product collaboration between Liquid Death and a brand - any brand - of your choosing. Liquid Death specifically wants to harvest the most interesting, surprising, or less known entities that their sensors haven't picked up on, to help gain visibility for Liquid Death.

Concepts should be more than just a simple product. If you look at Liquid Death's past marketing (like that Tony Hawk skateboard) the actual merchandise is a component, but it's not the primary deliverable, and there's a more interesting framework around it. Be sure your own concept has the ability to grab headlines and drive earned media for any potential merchandise item, video concept collaboration with a celebrity, or even a charity. The marketing robots want something legitimately cool, if really off the wall, and if your concept is good enough, the robots won't spare your life, but at least they'll make you their pet.

Check out more helpful information in the Background, and if you have any questions or other project updates, check out the Project Forum.

EXPOSURE: Product Drops / Merchandise, PR, Social Media, Brand Website

TARGET AUDIENCE: Anyone who drinks water (aka everyone) and has a sense of humor

TONE: Irreverent, funny, out of the box, utter and unflinching satire of corporate marketing

EXECUTIONAL MANDATORIES:

Concepts should stay away from the obvious (e.g. No Death Metal, skateboards, etc).
In keeping with their "Death To Plastic" messaging, concepts should NOT feature plastic-based or reliant products
Please refrain from anything involving devils, demons, or religion.
NO weapons, NO violence, NO actual death concepts, and NO human bodily harm.

Details

In order to be considered for this project, you must include the below in your concept submission:

CONCEPT (REQUIRED): Tell us your concept using up to 250 characters. Your concept should be attention-grabbing and PR-worthy idea for a product. Remember that a concept is not a detailed script — it is a spark of inspiration. As always, concepts should be clever and engaging.
HELPFUL REFERENCE LINKS (Optional): Have you seen something else out there that you think makes for a helpful reference? Or a video that helps illustrate the concept you're submitting? Feel free to include a link to any existing examples or content that'll be useful when trying to understand your Concept.

Requirements

Unless provided otherwise, all work must be your own original creation and free of any copyrighted material. You shall provide detailed information of your work regarding the source, the creator and background information as requested by Tongal.
BY SUBMITTING AN ENTRY, YOUR SUBMISSION IMMEDIATELY BECOMES THE SOLE PROPERTY OF TONGAL OR ITS ASSIGNEES – SEE OFFICIAL RULES FOR MORE DETAILS ABOUT OWNERSHIP OF ENTRIES. YOU MAY NOT PUBLICLY SHARE OR PUBLISH YOUR SUBMISSION IN ANY MANNER AND YOU MAY NOT POST OR UPLOAD YOUR SUBMISSION TO ANY WEBSITE OR VIDEO HOSTING SITE (INCLUDING, BUT NOT LIMITED TO, FACEBOOK, YOUTUBE OR VIMEO), WITHOUT THE PRIOR EXPRESS WRITTEN CONSENT OF TONGAL. FAILURE TO COMPLY WITH THIS REQUIREMENT MAY RESULT IN DISQUALIFICATION OF YOUR ENTRY IN THE PROJECT.
You may not contact any employees or members of the Sponsor’s organization, their affiliates, or any of their partners. Failure to comply with this requirement may result in disqualification of your entry in the project.
Submissions cannot contain any profanity, offensive language, nudity or otherwise objectionable material, the determination of which is solely at the discretion of Sponsor.
Submissions must not portray Sponsor in a negative way, the determination of which will solely reside with Sponsor.
By submitting to this project, you acknowledge that your work may become subject to public voting on the Tongal site. Public voting may be used to help the project sponsor determine the final rank order.
Limit 5 submissions per member, per Phase.
You must be at least thirteen (13) years or older to enter.
The Sponsor reserves the right to repost the contest.
See OFFICIAL RULES for additional contest information, terms and conditions. If there is any conflict or inconsistency between these requirements and the Official Rules, the terms and conditions of these requirements shall prevail.