Liquid Death's antics just got crazier with its latest campaign and auction in partnership with cooler brand Yeti.
Together, the two introduce the "Casket Cooler," which is exactly what it sounds like. The uncanny innovation measures six feet and 11 inches long and weighs about 85 pounds — big enough to house an estimated 378 cans of Liquid Death.
Meanwhile, the coffin's exteriors boast a case made of 20-gauge steel, Yeti's signature T-Latch lid locks, a hydraulic lid piston, dual drain valves, and Triple Foam ColdCell insulation to keep your cans ice-cold.
It's the perfect product to bring to backyard barbecues, house parties, and just about any celebration in need of a Liquid Death fix.
However, the Casket Cooler comes with a hefty price tag.
Two months in the making, Liquid Death's latest innovation was set for auction on August 28, with a starting bid of $1,500.
By the end of the auction, the Casket Cooler sold for a whopping $69,000, with a total of 810 bids.
The innovation is a great reflection of Yeti and Liquid Death's brand identity and the demographic they're trying to tap.
While its absurdity has caught the attention of many online, its practicality is also undeniable — keeping drinks cold "for an eternity."
Liquid Death VP of Marketing Greg Fass expressed gratitude for the Yeti team's hard work on the campaign.
"Both of us had wanted to work together for quite a while, so when the idea of the Casket Cooler came up, we all jumped on it.
Beyond being a hilarious collab, Yeti put some of the best and brightest minds in cooler technology on this one-of-a-kind, state-of-the-art product so it became a way for each brand to flex and show off what we’re best at," Fass shared.
More Than a Cooler
Alongside the launch of the "Casket Cooler" is a 38-second spot showing it in use-case scenarios.
It starts off with mesmerizing shots of the casket against a black backdrop, opening up to show viewers its size.
"It's not just a casket. It's a revolutionary beverage cooler," the narrator states.
He then goes on to tout its different features, such as the Triple Foam ColdCell insulation and patented T-Latch lid locks.
Now, in a funeral setting, a woman cries on the shoulders of her man as they're presented with the cooler.
However, tears were not shed for any loss of loved ones — instead, the woman cries due to the Casket Cooler's perfection.
Viewers are then taken to the backyard, where the casket is seen in a party setting, containing cans of Liquid Death buried on a bed of ice within the cooler.
The spot ends with an invitation for viewers to bid on the casket, with only one in existence.
Roberto Orosa has worked in a variety of industries, with four years of experience in copywriting and publishing. His fascination with tech, business, and all the latest trends led him to cover breaking B2B news for DesignRush.
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