• by Danielle Oster , March 18, 2025

 

Liquid Death is a brand primarily known for eschewing category norms by selling its water not in bottles. but in cans that hold more to beer-category than bottled-water conventions. Now the brand is also making its water available in larger, 5-liter “kegs” for a limited time. It teamed up with Kylie Kelce -- host of the podcast “Not Gonna Lie,’” spouse of former NFL player Jason Kelce and sister-in-law of Travis -- on a campaign approach few brands would dream of attempting.

Kelce, currently nine months pregnant, appears in a video to promote “Kegs for Pregs.” The spot opens on Kelce chugging a can of Liquid Death at a bar, causing the woman next to her to ask if she’s drinking. “I’ve had so many of these today,” she replies, “I wish they would make a huge keg.” Immediately, a Liquid Death keg slides down the length of the bar, cuing a “Kegs for pregs, you’re drinking for two” jingle to start up as the scene transforms to a bar where everyone’s pregnant – with an ultrasound even functioning as a form of ID to show a bouncer to gain entry.

While, out of context, the concept might strain the limits of taste, as usual for Liquid Death, audiences seem to have understood that context. The Instagram post of the video, cross-posted with Kelce’s account, received over 130,000 likes within five hours of being posted. Pre-orders for Liquid Death’s limited-edition 5-liter kegs, available via its website, also appear to have already sold out, with the product expected to ship mid-April.

A message reading “Pregnant women need to drink a lot of water. That’s why we partnered with Kylie Kelce, who’s expecting her fourth child, to give birth to our first-ever Liquid Death Mini Kegs. Drink up, pregs!” accompanies the product listing on the site.

Given how quickly inventory sold out, it seems likely the campaign is intended more for raising brand awareness than driving sales of the $20 keg.

In addition to the video, Liquid Death is also serving as an exclusive "Not Gonna Lie" podcast sponsor for the month of March.

Liquid Death’s other recent campaigns include the brand making its Super Bowl debut in February in an ad  that similarly played up the similarity of its packaging to the beer category, depicting people drinking the products in alcohol-inappropriate scenarios and encouraging viewers to “Drink on the Job.”