Selling packaged water is an interesting proposition. Sure, it’s something we all need to survive, but as far as the product goes, there isn’t a lot of differentiation in taste; it’s water.
But, when we buy bottled water, we purchase more than just the liquid. We’re buying convenience and a piece of packaging. In the case of Liquid Death, customers are also buying into a fresh, edgy, and fun attitude against plastic pollution (and an infinitely recyclable aluminum can).
According to EarthDay.org, 1.2 million plastic water bottles are used by humans every minute. And given that plastic recycling rates are abysmally low, like 5% in the United States, for example, choosing water packaged in aluminum cans is buying into more sustainable hydration.
Liquid Death is hardcore—literally—when it comes to ditching plastic water bottles. But instead of being melancholy or sanctimonious about it, it wins over the kids with humor, like with its latest campaign called “Liquid Death Recycled Plastic Surgery Centers.”
In a video featuring comic Whitney Cummings, the campaign’s premise is that plastic recycling is a myth and plastic surgery is on the rise. So, why not combine both to reduce plastic pollution?
The latest ad campaign deftly mocks the current cosmetic surgery trends like Brazilian butt lifts and lip fillers while reminding people that recycling is ineffective corporate greenwashing. And it probably reminds folks to choose Liquid Death at the corner store or gas station too.
Recycled Plastic Surgery Centers follows the recent enema kit collab with Blink-182 drummer Travis Barker.
