• by Danielle Oster , December 22, 2024

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Liquid Death’s latest collaborative campaign is designed to drive delivery orders during the holidays.

The beverage brand partnered with delivery service Gopuff on a promotional campaign to incentivize customers’ ordering Liquid Death products through GoPuff. A promotional sweepstakes from the brands features a distinctive grand prize: a custom Liquid Death x Gopuff hot tub.

Launched earlier this week, the sweepstakes automatically enters customers who spend $20 or more on Liquid Death’s Mountain Water, Flavored Sparkling Waters, or Iced Tea products via Gopuff orders through Jan. 3 for a chance at the grand prize. After the end of the sweepstakes, the brand will name three winners who will get a Liquid Death x Gopuff hot tub – designed to look like a can of Liquid Death – delivered to their door.

The promo also offers all customers who spend $20 or more on those Liquid Death products through Gopuff a free limited-edition Liquid Death x Gopuff swimsuit, while supplies last

To advertise the promotional sweepstakes, the brands are running a “Liquid Death x Gopuff Are Giving Away Hot Tubs” ad across both brands’ owned media channels. It opens by echoing the style of holiday automobile ads, with the words “Powerful new machine” appearing onscreen before a guy opens the door with a look of delighted surprise, like the surprise recipient of a gifted luxury car, while holding a can of Liquid Death. He’s greeted by a representative in a Gopuff hat standing in front of the “machine,” which is then revealed to be a hot tub. From there, the remainder of the ad takes a tonal left turn, depicting a group of young revelers partying in the hot tub while drinking Liquid Death (one guy even chugs a can of Severed Lime Sparkling Water before crushing it on his head).

The campaign is the latest in a line of brand collaborations for Liquid Death, and not the first sweepstakes this year to feature an unexpected branded item. In August, Liquid Death partnered with cooler brand Yeti to auction off “The Casket Cooler,” a giant Yeti cooler shaped like a casket. And last month, the brand teamed up with Dr. Squatch to offer “Dirt Murderer” soap promoted with a “Soap For Psychos” campaign.