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Liquid Death x Ozzy Takeaways:
- Liquid Death launched a limited edition of 10 iced tea cans containing Ozzy Osbourne's DNA.
- Each can was personally hand-signed by Osbourne and sold for $450 on Liquid Death's website.
- The campaign sold out in under 10 minutes, teasing the possibility of future cloning.
Liquid Death's latest stunt may be its most outrageous yet.
The canned water and iced tea brand just released "Infinite Ozzy," a hyper-limited edition drop featuring actual DNA from heavy metal icon Ozzy Osbourne.
The brand preserved trace amounts of Osbourne's DNA inside 10 empty cans of its low-calorie iced tea, each of which the legendary musician personally drank from and signed.
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"We sold Ozzy Osbourne’s actual DNA so fans could recycle him forever. Yes, really, and it sold out in less than 10 minutes," Greg Fass, VP of Marketing at Liquid Death told DesignRush.
"Now, the 10 lucky people who bought one might be able to recycle him for generations."
Available exclusively through Liquid Death's website for $450 a piece, the 10 cans were sealed in lab-quality containers to preserve Osbourne's genetic material.
The concept leans into the speculative idea that one day, fans may be able to clone their favorite rock star once science and law allow it.
The campaign fits Liquid Death's ongoing brand playbook, which often pairs morbid humor with pop culture references to generate viral attention.
Prior efforts include campaigns with Tony Hawk's severed head and superhero "The Deep" advertising the drink in true "The Boys" fashion.
Own an Ozzy
Alongside the stunt came a wacky one-minute hero spot promoting the novelty can.
"There will never be another Ozzy Osbourne... unless you have his actual DNA," the narrator tells the viewers.
They then introduce the "Infinitely Recyclable Ozzy" by Liquid Death, each of which have been drunk by Ozzy himself, crushed, and preserved in a special container.
. @OzzyOsbourne is 1 of 1. But @LiquidDeath is selling his actual DNA so you can recycle him forever.
— Ozzy Osbourne (@OzzyOsbourne) June 17, 2025
Yes, Liquid Death really got the Prince of Darkness to drink from 10 cans of their low-calorie Iced Tea. And yes, he actually crushed each can himself. In the process, he left… pic.twitter.com/FSb98hdWh3
The spot then shows us dream scenarios for the day people can finally clone Ozzy: having him mow the lawn, perform at poolside kid parties, and cleaning wall art.
The commercial ends by asserting that the campaign is not a joke, and the cans were actually drank by Ozzy.
A cloned Ozzy in the building would be pretty cool. https://t.co/WU1q6a0SQB
— 93XRadio (@93XRadio) June 17, 2025
Fans quickly snapped up the cans, many joking online about the future implications of owning Ozzy's DNA.
Our Take: Does Liquid Death's Latest Antic Deliver?
"Infinite Ozzy" shows just how crazy Liquid Death can get.
It's a perfect example of how humor can evolve into a core part of brand identity when they aren't held back by any creative boundaries.
The latest campaign isn't just random shock value.
It's consistent, self-aware, and absurd in a way that feels authentic to the brand's occasional over-the-top antics.
With campaigns like this, brands like Liquid Death create memorable, shareable moments that Ozzy fans are sure to remember.
Recently, the beverage brand compared its drink to high-fiber sodas in a hilarious toilet-themed campaign.
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