At the beginning of 2025, Liquid Death dived into the energy drink market with a low caffeine promise – 100mgs. The US standard for low caffeine must be very different to Australia’s. A standard size Red Bull has 80 mg caffeine. Granted it’s 250mls and Liquid Death’s Sparkling Energy is 355mls. 330ml energy drinks in Australia are around 150mgs caffeine. Monster Energy contains 160 mgs, but the can is 500ml.

This detailed preamble is because Liquid Death’s latest campaign is a hit at Red Bull. Its “un-extreme amount of caffeine” promises not to give you wings to fly. It does however offer to give you chicken wings. The summer promotion is a competition with DoorDash gift cards as prizes to help fans buy chicken wings.

Liquid Death’s other “un-extreme amount of caffeine” promises this year have included solving the common problem of energy drinks making your head explode:

And solving the problem of keeping up with parenting:

Credits
Client & Creative: Liquid Death
Founder & CEO: Mike Cessario
SVP Marketing: Dan Murphy
VP of Creative: Andy Pearson
VP of Marketing: Greg Fass
VP of Design: Frank Dresmé
Creative Director: Will Carsola
Associate Creative Director: Stu Golley
Senior Nihilist: Brendan Kelly
Brand Manager: Jeanne Irwin
Senior Graphic Designer: Kellen Breen
Executive Producer: Zoë Andrikidis

Director: Andy Pearson
Director of Photography: Kelsey Talton
1st AD: Julian Metter
Gaffer: Eddy Scully
Key Grip: Aaron Burton
Production Designer: Justin Lieb
Colour: Bryan Smaller @ Company 3
Sound Mix: Tyler Beasley
VFX: Yellow Sweater
Editor: Tyler Beasley