Challenge

Liquid Death has become an increasingly popular water brand with the male consumer, but how can they expand their reach?

Opportunity

Mean Girls, the endlessly quotable pop culture classic, resonates with literally every human with a pulse, and there’s a new Mean Girls movie set to hit theaters soon.

Idea

LD introduces its latest campaign: “Beware of the Plastics”, a quote from the film that correlates perfectly with LD’s anti-plastic mission.

On October 3rd, AKA Mean Girls Day, LD launches three bold new sparkling water flavors, limited-edition swag, and a dash of drama for the socials—timed perfectly to align with the new Mean Girls movie release.

Social

Liquid Death’s very own ruthless trio of mean girls are created to take down Big Plastic on social media. No plastic water brand will be spared judgement.

Regular citizens should also beware—if they catch you holding a plastic water bottle in any of your posts, expect to be publicly shamed.

Outcome

We pitched this to the VP of Creative at Liquid Death, Andy Pearson. No response yet, but we’re sure he’ll get back soon. If not, sounds like someone’s going in the Burn Book.

We also posted on LinkedIn and it got some nice attention (16,267 Impressions to date), and a good number of people were disappointed it wasn’t real. Not yet, at least. If you’re seeing this Andy, let us know if you missed the email!