Liquid Death delivers ‘misfortune cookies’ with grim messages to Chinese restaurants

Liquid Death has found another unexpected outlet for its dystopian humor: fortune cookies. Or rather, misfortune cookies. The beverage brand is distributing its own version of the treats, which are “death black” in color, to Chinese restaurants around New York and Los Angeles. Created with help from OpenFortune, which specializes in putting branded messages in fortune cookies, they feature the Liquid Death logo on one side and a “misfortune” on the other. Sample lines include: • “You will live a long, happy life. No wait. Sorry. That was actually for the person across from you. Things are not looking good for you.” • “Your confidence will soon lead you on a journey. The journey will be down a dark alleyway.” • “You will always be surrounded by true friends. Unfortunately those friends will be surrounded by angry goblins, and the fight won’t last very long.” Hundreds of thousands of the cookies will hit Chinese restaurants starting this weekend (Oct. 25), just in time for Halloween. They will be be in market for a month, memorably upending what’s usually a wholesome moment at the end of a meal. Andy Pearson, VP of creative at Liquid Death, told Ad Age that the “Misfortune Cookies” project is an extension of “HorrorScopes,” the brand’s parody of horoscopes, which are texted monthly to fans. In fact, diners can scan a QR code on the misfortunes (or text HORROR to 26220) to sign up for HorrorScopes. “And our misfortunes won’t lie to you like those other astrological products do,” Pearson said. “They only tell you about all the good things that will happen to you. Ours are 100% accurate.” “By placing their rebellious, tongue-in-cheek messaging inside our fortune cookies, Liquid Death can surprise customers at the dinner table in a way that’s as unexpected as it is memorable,” said Carlo Palomino, president of OpenFortune. “It’s a bold, disruptive approach that aligns perfectly with their brand while giving consumers something to talk about long after their meal.” More Creativity coverage from Ad Age: Sign up for our daily Creativity newsletter to see the best stories of the day.

Liquid Death delivers ‘misfortune cookies’ with grim messages to Chinese restaurants

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