Liquid Death Strikes Big Deal as In-Film Sponsor for 'The Running Man'

Liquid Death is going full throttle.

The canned water brand has been tapped as the official in-film beverage sponsor for the upcoming sci-fi thriller "The Running Man."

In a campaign as audacious as its branding, Liquid Death’s “murder your thirst” ethos finds a perfect home in the brutal, televised competition of the film.

It was announced in a high-octane 45-second spot starring Colman Domingo, who plays the game show's host. 

The tie-up leans into the film’s dark humor while driving Liquid Death’s reputation as a lifestyle brand built on well-thought-of shock value.

The collaboration with the movie also gives the brand access to a wider pop culture audience, while establishing its personality-driven brand positioning.

Set in a dystopian near-future, The Running Man revolves around contestants (or “Runners”) who try to survive 30 days of televised assassination hunts for a $1 billion prize.

Glen Powell stars as the desperate father Ben Richards, while Josh Brolin stars as Dan Killian, the ruthless producer callously engineering the carnage.

The film hits theaters on November 14, 2025.

Welcome to the Running Man

The co-branded ad starts with Domingo welcoming viewers to "The Running Man" game show, presented by Liquid Death. 

Here, the actor refers to the broadcast as "America's favorite game show that everyone's dying to play." 

We then see quick clips of the film, while Domingo touts some of Liquid Death's offerings, it being the film's official drink. 

"We'll bury your thirst in the shallow grave," he tells the audience. 

Alongside the ad, the campaign will be boosted on Liquid Death’s social channels, leaning into the same brand of humor that fuels its reputation.

Overall, by placing itself inside the film world, Liquid Death seamlessly fuses its identity with The Running Man’s narrative of danger, survival, and spectacle.

Lessons From Liquid Death’s Film Tie-In

Liquid Death’s movie partnership offers a textbook example of brand-as-entertainment. 

Here, we learn:

• Brands with bold, countercultural identities can find natural alignment in high-concept films to amplify reach.
• In-film placements work best when the brand’s identity is woven into the narrative, not just dropped in as a product.
• Even a simple product like water can feel premium and culturally relevant when packaged in a disruptive way.

Other brands have made similar film-partnership bets.

For example, Absolut leaned into its identity by launching a cocktail kit tied to the upcoming Wicked: For Good film.

That said, Liquid Death’s campaign leans harder into shock and spectacle, which just suits its rebellious character so well. 

Our Take: Dangerous Waters?

As a viewer, I find this tie-up thrilling.

Liquid Death is more than a sponsor to "The Running Man," co-creating its twisted world, matching tone for tone.

This isn’t a safe, sanitized placement. It’s a brand leaning into its weirdness.

While every beverage brand is screaming “refreshing,” Liquid Death whispers (or yells) "deadly."

In other news, Gentle Monster tapped actress Hunter Schafer to star in its latest horror-inspired campaign.