LIQUID DEATH:
POUR ONE OUT FOR PLASTIC
INSIGHTS
People pour out a sip of beer to commemorate the dead.
People think Liquid Death is beer.
CONCEPT
Create a trigger for cracking open a Liquid Death by pouring out a sip first to commemorate "Death to Plastic".
KEY MESSAGE
R.I.P Plastic
STRATEGY
Convince: 18-30-year-olds, hip-hop fans, skaters, and beer drinkers, who are mildly concerned about the planet and want others to know
That: Liquid Death is a symbol of activism
Because: Their mission is to kill plastic
Support: Plastic is killing the Earth
SOCIAL POSTS
ACTIVATION
CANDLELIT VIGIL FOR PLASTIC
A Liquid Death branded hearse will be giving out water and promoting limited edition merch related to this campaign.
Donations can be made to 5 Gyres (a non-profit organization dedicated to solving the crisis of plastic pollution.}
