It’s rare that a brand related to death finds itself with a fan base, yet Titan Casket, a direct-to-consumer seller of coffins, has done just that thanks to a series of innovative and edgy marketing stunts this year. The Boston-based disrupter, which was founded in 2016, bills itself as an affordable option for families frustrated by the overly expensive funeral industry.

Titan made headlines earlier this year for its Hypercasket, a Cybertruck-esque vessel made of 12-gauge stainless steel with a seat belt, vegan leather interior and $9,999.99 price tag. Creative director Elan Gale said the casket, marketed as zombie-proof, was meant to bring awareness to the industry and let customers know that there are options beyond the traditional choices. The Hypercasket followed Titan’s March campaign with agency Maximum Effort to get rid of daylight saving time.

The viral hits have kept on coming. In October, Titan unveiled Mort, a plushie “funeral planning companion” selling for $19.99, just in time for the holiday season.

If normalizing death talk is the goal, Titan is killing it.