Liquid Death, a popular brand of flavored sparkling water with agave, recently faced backlash after a failed attempt to collaborate with The Deep, a fictional character from Amazon Prime’s hit series “The Boys.” In a tongue-in-cheek campaign, The Deep, portrayed by actor Chace Crawford, took on the role of a health and wellness ambassador, aiming to educate children about the health risks associated with sugary drinks.
During the campaign, The Deep was depicted making kids drink cups of sugar and exposing them to second-hand cigarette smoke in a classroom setting. Despite his efforts to raise awareness about the dangers of sugary beverages, the controversial approach sparked outrage among viewers, leading to a public apology from Liquid Death’s VP of creative, Andy Pearson.
In his LinkedIn post, Pearson explained that the collaboration with The Deep was the brand’s second failed attempt, following a previous incident in which the character was fired from his role as chief sustainability associate for advocating the burning of plastic on a beach. The decision to terminate the relationship with The Deep came after the character’s latest video exposed children to tobacco products, a move that Liquid Death could not condone.
As a result of the backlash, Liquid Death officially ended its partnership with The Deep and distanced itself from the character’s controversial actions. The brand emphasized its commitment to promoting health and wellness in a responsible manner, ensuring that such incidents would not recur in the future.
Despite the setback, Liquid Death remains a prominent player in the beverage industry, working with renowned agencies like Party Land and Humanaut. The brand’s dedication to sustainability and environmental consciousness continues to be a central focus of its marketing efforts, aligning with the growing demand for eco-friendly products among consumers.
Looking ahead, Liquid Death is set to maintain its position as a leader in the flavored water market, prioritizing transparency, integrity, and ethical practices in all its business endeavors. The recent controversy serves as a reminder of the importance of responsible brand partnerships and the need to uphold ethical standards in the pursuit of promoting health and wellness among consumers.