• by Teresa Buyikian , Yesterday

Liquid Death positions its iced tea as the better, more productive, choice as compared to its alcoholic counterpart in a new campaign for the edgy brand.

This week the beverage maker rolled out its latest humorous effort for Liquid Death Iced Tea. The centerpiece of the effort is a new :40 spot, seen here, entitled “Long Island Iced Tea vs. Liquid Death Iced Tea: This Office Drank Both.”

The ad takes place in a typical office setting with two groups; one that drinks the non-alcoholic Liquid Death Iced Tea (with a “boost of caffeine and B vitamins”) to get through the day, while the other imbibes the very alcoholic Long Island Iced Tea, a cocktail that typically includes vodka, white rum gin, tequila triple sec and mixers.

The spot checks in on the office “after nine hours of drinking,” to find the “results spoke for themselves;” one Long Island Iced Tea drinker appears asleep, naked, underneath his desk while another is found passed out in a kiddie pool, face covered with doodles. A third finds herself behind bars, while a fourth awakens after passing out at his desk covered in blood from a mysterious injury.

A voiceover says, “the Long Island Iced Tea drinkers were 47% less likeable, 53% less coherent and 87% more likely to be in prison.”

“At Liquid Death, we get that ads are the worst, and no one wants to see them pop up as you’re scrolling your feed. So instead we love creating content that will actually make you laugh,” Liquid Death’s Senior Vice President of Marketing Dan Murphy told Marketing Daily. “Boring taste tests and product comparisons are the usual go-tos for ads. With this campaign, we make fun of all those stale tactics and thought about what the wildest thing would be to stack up against our low-sugar iced tea.”

The ad runs across social, paid social and CTV.

The brand previously promoted the decidedly not hard iced tea by naming itself the Official Iced Tea of Arizona, Nebraska (a swipe at competitor Arizona Iced Tea), selling cans with Ozzy Osbourne’s DNA for cloning, and holding a Pro Driver search.