Travis Barker Joins Liquid Death for a Cleansing Collab Based on 'Enema of the State'
The limited-run product shows the ick factor continues to thrive in 2023 marketing
Liquid Death has made a habit of pairing its celebrity endorsers with outrageous products, a la Martha Stewart and a Halloween candle modeled after a severed human hand, followed this spring by the NBA’s Jalen Green and a basketball crafted to look like a disembodied head.
Those limited-edition goods—which were real—may end up seeming tame next to the new gadget that heralds Blink-182 drummer Travis Barker’s relationship with the cult favorite beverage.
Hint: The co-branded product was inspired by the pop band’s breakout record, Enema of the State, and it’s powered by a 16.9-ounce can of Liquid Death. And it’s even less afraid of body parts and toilet humor than previous stunts.
All together now: eeeewwwww.
The Liquid Death Enema of the State Collectible Enema Kit contains an enema bulb and a tallboy can of water hand-signed by Barker. It will set consumers back $182, which could be a small price to pay if the hype around it is true. (In an accompanying video, Barker says the product is the secret to his life’s good fortune, from his fairy tale wedding to his million-selling albums).
Gagvertising
The concept initially came from agency partner Humanaut, with Liquid Death’s in-house team developing a campaign that could double as an SNL skit, which has become a hallmark of the brand’s marketing.
Along with being a famous rock star, Barker is “a wildly successful producer and businessman, he’s married into what is essentially American royalty, he’s even survived numerous near-death experiences—he has an incredible story,” Andy Pearson, Liquid Death’s vice president of creative, told Adweek. “So we joked, ‘What if we could take credit for all of it?’”
The ick factor, a recurring theme in advertising that’s having its 2023 moment, wasn’t the main selling point, according to David Littlejohn, Humanaut’s chief creative director, who called the idea so ridiculous that it “made all the sense in the world.”
“The genius of Liquid Death is that they have built having fun and being surprising and irreverent into their DNA,” Littlejohn told Adweek. “It’s in their name and the design of their can and in everything they do.”
Borderline offensive?
Even so, the brand has boundaries, which may come as a shock to pearl-clutching critics of Liquid Death’s storied advertising, from Stewart’s “Dismembered Moments” swag to a 2022 Super Bowl spot starring hard-partying children.
“It’s always a fine line, but one we consider carefully,” Pearson said. “All our favorite comedians and performers are people who push entertainment into new places it’s never been—we’re just trying to do that from the starting point of a brand. It gives us a totally unique palette to paint with and norms to push against.”
If it’s considered borderline offensive in some circles, it could be a bullseye for a young, heavily male target demo, according to Deb Gabor, founder and CEO of consultancy Sol Marketing.
“How far is too far? Whatever it takes for them to get their message across to their ideal customer could be fair game,” Gabor told Adweek. The enema is “funny, it’s gross, and it gets them top of mind, which makes it really good strategic branding.”
“How far is too far? Whatever it takes for them to get their message across to their ideal customer could be fair game. The enema is funny, it’s gross, and it gets them top of mind, which makes it really good strategic branding.”