Liquid Death to air its first national Super Bowl spot

After airing a regional Super Bowl spot in 2022 and concocting an elaborate packaging stunt around last year’s game, Liquid Death is taking the plunge in 2025 and will air its first national ad on the game. The spot is being developed in-house by Liquid Death and its production arm, Death Machine. No creative details were available. The commercial is not expected to be pre-released online before it airs during the Feb. 9 telecast on Fox. Super Bowl commercials Tracking the latest brand and agency plans Click here The canned water brand’s regional Super Bowl 2022 spot was its first broadcast ad. It aired in 23 markets and featured children gleefully chugging the product over a rendition of Judas Priest’s “Breaking the Law”—playing off the fact that many consumers don’t know that Liquid Death is water, as it’s packaged to look more like alcohol. After a quiet Super Bowl season in 2023, Liquid Death last year created a stunt called the “Biggest Ad Ever”—an eBay auction that offered advertising space on Liquid Death packaging to the highest bidder. With 200 million people walking into its retail partners weekly, Liquid Death said its packaging has potentially greater reach than the 100 million or so who watch the Super Bowl each year. Coinbase eventually won the auction and placed ads on 500,000 cases of Liquid Death. Currently, Mountain Dew is the only other non-alcoholic beverage brand confirmed to be advertising during this year’s Super Bowl. A water bottle brand, Cirkul, is also confirmed, as is creamer brand Coffee mate. Alcohol brands known to be airing spots include Budweiser, Bud Light, Coors Light, Michelob Ultra and Stella Artois. Super Bowl commercials Tracking the latest brand and agency plans Click here

Liquid Death to air its first national Super Bowl spot

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