Liquid Death Brings Back Tony Hawk, But Just His Head

Liquid Death is not holding back with its latest stunt — the severed head of the legendary skateboarder, Tony Hawk. 

Its new line of flavored sparkling waters has only 1/10th the sugar of regular sodas.

So, Liquid Death launched it by reuniting with 1/10th of its longtime brand ambassador in classic over-the-top fashion.

This time, they’ve left the skateboards behind and taken only what they needed: his head.

In a campaign marked by a 30-second spot, Hawk’s ultra-realistic head becomes the literal spokesperson for the brand’s new sodas.

Of course, each flavor has uniquely murderous names like “Killer Cola,” “Severed Lime,” “Doctor Death,” and "Rootbeer Wrath."

 

 

 

 

 

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Liquid Death VP of Creative Andy Pearson told Muse that the idea was a natural continuation of their past stunts.

“A few years ago when Tony signed on as an ambassador, we took his blood and painted it onto skateboards that sold out in just 20 minutes,” Pearson said.

“This time around, we figured we’d take even more.”

To bring life to the vision, the brand tapped Hollywood effects artist Tony Gardner, who's best known for his work on "Chucky" and "Bad Grandpa," to craft the gory prosthetic.

The result: a disembodied Tony Hawk delivering “1/10th of Tony” with a wink and a decapitated smile.

Liquid Death’s unapologetic absurdity shows how shock humor and cultural icons can drive attention. I mean, how can Hawk's severed head not take anyone by surprise?

Creative agencies should take note of how marketing strategies like Liquid Death's can shape a disruptive brand identity.

A Severed Head, A Signature, A Sweepstakes

True to Liquid Death’s commitment to chaotic marketing, the campaign includes a sweepstakes where fans can win what they call a “Tony Hawk Headshot.”

Don't believe it? It's exactly what it sounds like.

It's a printed photo of the prosthetic head signed by Hawk himself (marker held in his mouth) and accompanied by a certificate of authenticity.

 

 

 

 

 

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A post shared by Liquid Death (@liquiddeath)

To enter, customers simply text in a receipt after purchasing any of the new flavored sparkling waters. The contest will run for 30 days.

While some might call the campaign disturbing, it’s squarely on-brand for a company that’s made its name with stunts involving blood, chainsaws, and horror-fueled humor.

By putting only 1/10th of Tony on display, Liquid Death may have found the perfect metaphor for its not-so-sweet soda.

Part legend, part madness, and all in-your-face.

Previously, the brand teamed up with Dr. Squatch to bring back their killer soap collab. 

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