"Funny beverage company" Liquid Death has unveiled another killer collaboration with natural soap brand Dr. Squatch that's sure to clean even the bloodiest of messes.
Dubbed the "Dirt Murderer," each limited-edition bar of this "soap for psychos" contains dead sea salt and real Liquid Death Mountain Water, adding to the already refreshing scent combo of cedarwood, eucalyptus, and juniper.
With the catchphrase, "Fatally fresh and brutally bold," the product is wittily targeting psychopaths: "Just because you're a psycho, doesn't mean you have to smell like one."
View this post on Instagram
The partnership is an unexpected yet completely on-brand effort from the canned water company, which is notorious for its hilarious viral marketing campaigns.
In a statement to AdWeek, Dr. Squatch VP of Marketing John Ludeke highlighted both brands' penchant for disruptive marketing and a shared love of creating unique products.
With this kind of mindset, Ludeke said that Liquid Death can expand into new categories, bring its entertainment platform to new spaces to widen its reach, and keep its audience on their toes.
View this post on Instagram
Available now on the Dr. Squatch website, the soap comes in a unique packaging that features Liquid Death's mascot Murder Man.
Brand partnerships such as this create perfect opportunities for two unique brands to align and create novel ideas that capture attention.
This also leads to both brands engaging with each others' respective audiences and sharing resources for mutual benefit.
Getting Crazy Clean
"Soap for Psychos: Dirt Murderer by Liquid Death x Dr. Squatch" opens with a psycho killer in a Jason Voorhees-esque hockey mask and a clean bathrobe, soundtracked by an upbeat jingle that sings about "washing your crimes away."
In a hilarious twist on the generic soap ad, the killer hangs up his bloodied axe to take a refreshing shower, lathering up his chiseled body to scrub off blackened blood, dirt, and sweat after a hard day's work.
Things take a scary turn right before the spot ends when the killer stares menacingly into the camera as suspenseful music plays in the background.
View this post on Instagram
The short video ends with a shot of the new offering beside a can of Liquid Death as the killer chops the soap in half.
Liquid Death has a slew of unique and witty collaborations. Back in September, Liquid Death and Yeti teamed up to create the Casket Cooler.
That same month, Liquid Death launched a novel campaign as the Official Iced Tea of NASCAR.
