Liquid Death has just launched its first campaign as the Official Iced Tea of NASCAR, bringing the thrill of the race to regular drivers with regular cars.
To celebrate, the brand will give three NASCAR fans a sponsorship contract worth $30,000 each.
Announced in a press release, the full prize package also comes with a year's supply of Liquid Death Iced Tea, custom apparel for each winner featuring their face, and the kicker: an official Liquid Death car wrap worthy of Nascar glory.
Winners will also enjoy the full Nascar VIP treatment, with reserved grandstand tickets, vouchers, and more.
To join the promotion, fans simply need to record a video of themselves chugging a Liquid Death Iced Tea in front of their car in under 18 seconds, then post it to Instagram or TikTok using the hashtag #LiquidDeathProDriver.
Turning the idea of sports contracts on its head, the hilarious campaign takes fan experience to the next level in classic Liquid Death fashion.
It's just the latest example of the brand's dedication to curating a brand voice that engages its audience in the most unique and interesting ways.
Chug to Win
A funny and irreverent spot begins with suburban residents doing cool poses in front of their cars.
The star of the ad is a mom who drives a Liquid Death-branded Toyota hatchback, turning heads outside a grocery store parking lot.
After an epic driving sequence, she shakes hands with brand mascot Murder Man as he hands her a gigantic check and a suite of prizes.
Want to become a Pro Driver for #LiquidDeath Iced Tea? Just like an actual @NASCAR driver, you too will get a paid endorsement contract and drive around in your own car wrapped in logos. Learn how to get the $30,000 sponsorship contract at https://t.co/gnsHCfBlmv. pic.twitter.com/rCBVYEVeMx
— Liquid Death (@LiquidDeath) September 12, 2024
The narrator then explains the terms of the promo over footage of the residents chugging Liquid Death Iced Tea, the highlight of which is a grandma shotgunning a can.
Liquid Death has become synonymous with viral stunts.
Earlier this month, the brand collaborated with Yeti to auction off a casket cooler, which was eventually sold for a whopping $69,000.
Editing by Katherine 'Makkie' Maclang
