Liquid Death made an ‘Enema of the State’ enema kit with Blink-182’s Travis Barker

The collectible product references the band’s classic 1999 album—and legendary cover

Published On
Apr 25, 2023
Travis Barker naked, holding the Liquid Death Enema of the State Collectible Enema Kit

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Blink-182's 1999 album “Enema of the State” is a classic, not least because of the album art—which featured porn star Janine Lindemulder clad in a nurse’s uniform snapping on a rubber glove.

Now, in a randomly amusing callback, Liquid Death is introducing an “Enema of the State Collectible Enema Kit”—featuring Liquid Death water, of course, and endorsed by none other than Blink-182 drummer Travis Barker.

Here’s a video about the ludicrous new product:

 

The limited-edition kit is available at LiquidDeath.com for $182. It includes a premium enema bulb and a can of Liquid Death, hand-signed by Barker.

Andy Pearson, VP of creative at Liquid Death, told Ad Age that the brand is always looking for celebrity ambassadors who have some sort of natural crossover with water or iced tea. When the agency Humanaut presented this idea, “we were like, ‘This is so dumb we have to do it,’” Pearson said. (Dumb is a high compliment in the marketing department at Liquid Death.)

“But like with all our best work, I think it also taps into a deeper social commentary about influencers hawking products with outrageous claims and how everyone aspires to be rich and famous,” Pearson added. “The truth is, Travis got there by sheer will and talent. His life story is really incredible.” 

Enema of the State product shot

Barker has been a fan of Liquid Death for a while. He recently reached out over Instagram, saying he was interested in doing something with the brand. “His direction to us was that he wanted to do something that would beat what we did with Tony Hawk. So we started from there,” said Pearson.

Pearson said the campaign follows Liquid Death’s general strategy of making entertainment rather than marketing—but it also goes beyond that.

“Making videos is all well and good, but actually extending it into the real world and creating something that people can touch and feel and own, that’s when it crosses over into something bigger,” he said. “It’s like if an SNL commercial came to life and you could actually get the product. And it’s not just a gag. Just like with our Tony Hawk blood boards, this is a real collectible and a chance to own a little slice of music history.”

Asked whether Liquid Death’s lawyers were extra concerned about this campaign, Pearson reiterated the advice from the commercial: “Just don’t put it in your butthole or your friend’s butthole.”

Credits

Date
Apr 25, 2023
Client :
Liquid Death
Agency :
Humanaut
Co-Founder/CEO :
Mike Cessario
SVP Marketing :
Dan Murphy
VP Creative :
Andy Pearson
VP Marketing :
Greg Fass
VP Design :
Frank Dresme
VP Cultwear :
Misha Brunelli
Creative Director :
Will Carsola
Associate Creative Director :
Stu Golley
Senior Brand Manager :
Tia Sherwood
Senior Nihilist :
Brendan Kelly
Apparel Production & Sourcing Manager :
Sean Snirk
Executive Producer :
Johnny Eastlund
Senior Producer :
Tatianna Rodriguez
Director :
Richard Downie
Director of Photography :
Adam Frisch
Photographer :
Lauren Withrow
Creative Collaboration :
Humanaut
Chief Creative Officer :
David Littlejohn
Creative Director :
Bethany Maxfield
Associate Creative Director :
Steven Preisman
Copywriter :
Emily DeMario
Designer :
Travis Hitchcock
Brand Producer :
Ben Gortmaker
Junior Brand Producer :
Brooke Frazzetto
Project Producer :
Zach Plating
Agency Producer :
Dani Harrison

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