The Ask:
Create a PR moment for Liquid Death that highlights their anti-plastic pollution, pro-Earth stance.
Our roaring 20’s are off to an interesting start. American women have been increasingly having their bodily rights restricted.
Similarly, the Earth has not received protections for its body and is in fact losing rights to policies and bills that put it in danger (fracking, deforestation, etc.)
The oppression of both the Earth and women parallel each other. Both are in need of protection. Both deserve more.
Protect The Planet.
Protect The P*ssy.
Using Liquid Death’s irreverent and edgy copy style, I used this insight to create a campaign focused on protecting women and the planet.
And what better way to do that than with….
Condoms.
Introducing Life Prevention, Liquid Death’s new condom line. The copy plays off of their theme of death and fatality.
The product features 24 condoms lubricated with Liquid Death Mountain Water and Plastic Free Packaging
The condoms will be released two weeks before Valentine’s Day so that people will be ready to put them to good use! (Or, at least, the lucky ones will).
OUT OF HOME
These out of home advertisements will be placed in the busiest of areas, like public transportation, and be marketed heavily in states where contraceptives and birthing rights have been limited.
SOCIAL
Liquid Death will announce its new product on Instagram using the hashtags #protecttheplanet and #protectthepussy.
Then we’ll take it to Twitter… or X I guess (🙄) to throw out some witty copy promoting Life Prevention and bringing awareness to how climate change harms the planet.
BRAND PARTERNSHIP
As the final push for the campaign, we will partner with Megan Thee Stallion to promote Life Prevention. Megan has been very vocal about climate change and women’s rights in the past, and who better to advocate for protecting the p*ssy than the queen of W.A.P. herself?
Ah 👅
The partnership will feature Megan doing promo videos for Life Prevention and a quick rap promoting the condoms and the cause.