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Since 2017, Liquid Death has consistently subverted expectations with unconventional advertising and left-field partnerships. Their latest? Pop-Tarts. We’re curious if it’s the nostalgia, the shock factor, or something else entirely that makes these pairings stick. We asked our team for their take.
“What even is there to say about the Liquid Death X PopTarts spot? It's absurd, tells you about the product succinctly, and throws a movie reference in there to make the Xers happy. Might actually be a perfect ad.”
- Spencer Watson, Art Director
“The Liquid Death x Pop-Tarts collaboration actually makes a lot of sense, at least for Liquid Death. At its core, it taps into a really clear audience insight: nostalgia. The campaign leans into those familiar, childhood cues and runs them through Liquid Death’s signature irreverent voice. The result is a spot that makes me like the brand even more. It feels relatable, self-aware, and consistent with the sense of humor they’ve built their name on.
From a product standpoint, though, it’s a different story. It honestly sounds pretty terrible, and it’s hard to understand why Pop-Tarts would sign on. For them, it feels off-brand and a little out of place. But that tension is kind of the point. Whether anyone actually wants to drink it feels almost irrelevant. As a brand move, it works.”
- Samara Anderson, CXO
“The Liquid Death x Pop-Tarts collab is unique and funny but is also following their now tried and true formula – find a seemingly unrelated brand/ product, create a product together, and point out a human truth (Pop-Tarts taste like your childhood) in a spot that takes one left turn after another, involves death in some way, and is meant to to poke fun at those that would clutch their pearls upon viewing it. Honestly, it still works great. They’ve perfected the comedic writing, delivery, and production of this stuff and seem to be a train that won’t stop anytime soon. I’m here for it.”
- Drew Beamer, Creative Director
“What I love about Liquid Death's brand is that it doesn't behave like it's in the beverage business. But rather in the entertainment business. It's at their core. They refused to play it safe from the word go. They understand that a brand is a relationship, not a sales pitch. Every move they make commands an emotional response. Might be my favorite brand of all time.”
- Nate Fleming, Senior Strategist
“Pop-Tarts carries strong childhood associations for a pretty substantial segment of consumers, so the collaboration feels intentionally designed to tap into that emotional familiarity. What’s especially interesting about Liquid Death’s strategy is how effectively it cuts across generational lines. They’ve had collaborations that resonate with vastly different audiences (think Pop-Tarts vs. Pit Viper audiences) which is a pretty unconventional approach. That said, it’s clearly effective. Whether consumers engage with the product itself or simply with the spectacle of the campaign, Liquid Death has built an exceptional level of brand recognition through consistently unexpected and attention-grabbing marketing.”
- Olivia Morano, Account Coordinator
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