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Key Takeaways:
- Liquid Death compares its flavored sparkling water to high-fiber sodas in a hilarious toilet-themed taste test.
- The campaign uses crude humor to highlight calorie and taste advantages.
- The video adds to Liquid Death’s streak of over-the-top stunts that drive home simple product points.
To prove it's better than the competition, Liquid Death made people chug soda… on toilets.
“Toilet Taste Test" puts its flavored sparkling water up against high-fiber prebiotic sodas
Some of them contain more than 9 grams of fiber per can.
FYI, that's more fiber than some laxatives, and Liquid Death is having a field day with the implications.
The spot takes aim at “healthy” soft drinks that make big wellness promises but don’t necessarily deliver on taste.
“Even with just 10 calories, our sparkling waters stack up against sodas with even more calories," Liquid Death VP of Creative Andy Pearson said.
"And as an added bonus, if you drink more than one, you won’t have to worry about potentially sh*tting your pants.”
Liquid Death has a long track record of doing the unexpected.
From launching soaps to auctioning casket coolers, the brand has built a loyal audience by refusing to take itself seriously while still delivering clear product benefits.
This latest campaign keeps this streak alive.
With its now-signature mix of shock humor and clean messaging, Liquid Death turns bathroom talk into brand talk.
Flushing Out the Competition
The ad doesn’t pull any punches.
Set in a bright white studio with toilets arranged like a tasting room, the campaign invites real people to sample both drinks while seated.
The hilarious reactions from the participants play up the idea that high-fiber sodas might taste fine going in, but leave you regretting things later.
“Doing these sorts of things, you learn that people really have a strong tolerance for the absurd when they’re on camera,” Pearson added.
To amplify the message, the spot layers toilet flushes and not-so-subtle sound effects.
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Viewers are treated to slurps, burps, and of course, simulated farting sounds that were added in post-production.
As part of the rollout, the brand is pushing the video across social media and YouTube, where it’s quickly gaining traction for its bizarre setup.
While there are no in-person activations for this campaign (yet), the format feels made for reaction videos and TikTok duets, likely another layer of the brand’s marketing strategy.
Our Take: Is Anyone Doing It Like Liquid Death?
Have you seen any other brand link sparkling water to toilets? I don't think so.
Liquid Death's brand voice is something truly special.
It's not scared to branch away from traditional tactics often associated with beverage marketing; and to me, this is what gives it a creative edge among competitors.
Plus, it won't make you go to the toilet, that's for sure.
Recently, the brand launched a sweepstakes, giving away a prosthetic, severed head of legendary skateboarder Tony Hawk.
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