Absurdity as Strategy

In one of the boldest marketing swings of the year, Liquid Death teamed up with The Boys (yes, the TV show) to deliver an eco-activism parody campaign that mocks influencer culture, corporate greenwashing, and sustainability buzzwords — all while selling canned water.

The result? An absurd but poignant skewer of celebrity marketing.

The Campaign

The ad features “The Deep,” a character from The Boys, dramatically proclaiming: “F*ck Fish, Not the Planet.”

It's over-the-top. It’s deeply unserious. And it works.

This campaign promotes Liquid Death’s “Death to Plastic” mission through a co-branded mockumentary starring an eco-conscious superhero more concerned with clout than the cause. It’s satire meets seltzer — and it cuts deep.

Why It Worked

Liquid Death isn’t just selling water. They’re selling rebellion against the world of celebrity influencer marketing and contemporary corporatism.

This ad:

Mocks influencer tropes while still using one
Leans into shock value as a filtration tool — if the phrase turns you off, you weren’t their audience anyway
Embeds brand values inside the humor — “Death to Plastic” isn’t a line, it’s a movement

Strategy That Bites

Rather than preach, Liquid Death entertains. Their entire sustainability message is framed as anti-corporate absurdity — and that’s what makes it feel authentic.
**Casting a parody “Chief Sustainability Officer”** skewers brands that use activism as a prop
The use of The Deep’s character taps into pop culture and fandoms in a way that feels fresh and weirdly aligned
The creative stays on-brand: irreverent, edgy, unforgettable

The Cultural Play

By choosing to collaborate with The Boys, a show known for its sharp satire of power and politics, Liquid Death places itself in cultural conversation — not just the beverage aisle. It’s a campaign built for people who are skeptical of marketing itself.

Even the romance arc — yes, there’s an aquatic love story — exists solely to escalate the absurdity and lock in virality.

What It Achieved

While traditional KPIs weren’t made public, this campaign delivered:

Explosive engagement across social media, particularly Gen Z and meme-forward audiences
Extensive PR pickup due to its crossover with pop culture
Reinforcement of Liquid Death’s positioning as the anti-brand brand — one that makes fun of the very systems it operates in

Takeaway for Marketers

This is how you go viral on purpose. Liquid Death’s approach isn’t just about being loud — it’s about being smart, intentional, and deeply aligned with its audience’s worldview. By refusing to take itself seriously, it builds real trust with people tired of being marketed to.

In short: don’t just sell the product. Sell the worldview. And don’t be afraid to get weird.

Ad Spotlight: Liquid Death x The Deep