Liquid Death Don't Need No Stinkin' Super Bowl Commercial

The brand auctions space on its packaging

Which brand will take home the 2024 Super Clio for the best Super Bowl commercial? We'll find out on Feb. 12.

Why bother buying a $7 million Super Bowl ad, when you can plaster your message across Liquid Death packaging instead?

Obvi, LD is a far cheaper proposition. As for reach, well, the stuff's sold in stores visited by 200 million+ folks per week. That's twice the Big Game audience—potentially. 

Today, the irrepressibly irreverent canned water brand began auctioning space on a run of 500,000 cases. Bidding on eBay started at $500, with no reserve.

This shouty clip skewers the SB hype and delivers social satire at high volume:

Liquid Death | Selling the Biggest Ad Ever

"Just like a lot of people, we considered buying a spot in the game this year, but the prices have gotten so astronomical, we couldn't justify it," Andy Pearson, VP of Liquid Death, tells Muse. 

"Then we realized, when you add up all our top retailers, we are already getting twice as many impressions in stores every single week. So, why not give someone else the chance to reach a big audience who didn't want to plunk down all that money for an ad in one football game?"

It'd be amazing PR if a rival brand bought the space. C'mon Big Soda, bring on your plastic bottles that last an eternity and make this happen!

"As media keeps fracturing, the Super Bowl is still one moment where culture comes together to have a collective experience so there's a great opportunity there, whether you want to shell out or not," Pearson says. 

"That said, there are plenty of Super Bowls happening around us all the time if you really stop to think about it. That's what we wanted to show here."

CLICK HERE to watch all of this year's Super Bowl commercials as they're released. 

David Gianatasio
David Gianatasio is managing editor at Clio Awards.

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