The Ask
In 4 days, position Liquid Death Flavored Sparkling Water as the antidote to soda and win the internet for a day.
The Problem
Soda companies dominate movie theaters, forcing their sugary drinks onto moviegoers. How can Liquid Death Flavored Sparkling Water sneak in?
The Solution
A baby-shaped koozie that helps you sneak Liquid Death into the movies. Because, as we all know people with babies are the least suspicious-looking people.
Liquid Death is no stranger to conquering territories dominated by other drinks.
They previously introduced the Pit Diaper, so fans could stay at the pit without stepping foot in a grimy bathroom while still enjoying Liquid Death in a space usually dominated by booze. During a four-day sprint, we showed Andy Pearson, VP of Creative at Liquid Death, a new space the brand could take over next.
Enter new enemy.
We found that the Big 3 movie theater chains, AMC, Regal, and Cinemark, have had exclusive partnerships with Coca-Cola and Pepsi for years. Regal has had an agreement with Coca-Cola since 1920.
These theaters advertise diverse drink options, but in actuality, this range is limited to only the sugary sodas covered by their contracts.
After doing the math we found that a single large Coke set you back by a startling $9.49. That’s a 943% markup. That same drink comes with almost 140 g of sugar, 4197% more than what a tall can of Liquid Death Flavored Sparkling Water contains
The choice for moviegoers is made long before they enter a movie theater. But it doesn’t have to be.
Every theater chain across the country has a “no outside drink” policy. The message is clear: either buy from their sugary selection or go without.
Unsurprisingly, that policy is the most unpopular rule at the movies, with 43% finding it unacceptable for theaters to enforce this ban in the first place.
We realized that to rebellious moviegoers, “No outside food or drink” is just a suggestion.
We found that 64% admitted to bringing in outside food or drinks anyway. However, these rebels risk getting caught and facing some serious consequences. In some cases, rule-breakers had even been searched and arrested.
This injustice can’t go on any longer. Moviegoers should be free to drink Liquid Death Flavored Sparkling Water at the theater, so we started a movement.
Our Strategy: Join the Soda Resistance
The only way to win against big is to go small.
If Liquid Death doesn’t have exclusive soda contracts at the movies, what’s another way to sneak into the space? Through rebels. But not just any rebels, ones who are unassuming. Trustworthy. The kind no one questions.
That got us thinking: who are the most trustworthy customers anywhere?
People with babies.
Introducing Liquid Death’s Bundle of Death
We created a portable, baby-shaped koozie that helps you sneak Liquid Death into the movies.
We’ll tease the product launch on Liquid Death’s Instagram account
Rebellious moviegoers will be able to adopt and customize their own Bundle of Death from Liquid Death’s virtual adoption center that we are going to set up on their website.
Full Case Study Video
The Bundle of Death was awarded “Most Disturbing Idea by Andy Pearson, VP of Liquid Death and it became the life of the Brandcenter Sprint afterparty.
