Liquid Death is seemingly without a filter as an advertiser – provocatively tapping into one “don’t go there” after another.

It is also a brilliant marketer with a sharp radar for its target markets. Witness the new campaign, that presents its energy drink as “the official energy drink of the most extreme sport on Earth – parenting”. Kudos x 1 million for getting parents on-side and interested.

The hero commercial begins with an attention-grabbing adult dressed as a baby in a diaper announcing that it has pooped. The commercial then goes on to channel MMA promos with two parents trying to tame the baby – with delightful attention to detail form “cage fight” wire to the narrator’s voice.

Then, outside the campaign Liquid Death woos with a product description in parent-comforting language – “the easy drinking energy drink with unextreme caffeine (100mg), zero sugar, and a clean refreshing taste.” (Note: “Unextreme” is questionable. A single shot espresso has about 75gms caffeine. A standard can of Red Bull has 8o.)  

While most other parent-target advertising focuses on the sweet side and rewards of parenting, Liquid Death’s honesty is already winning fans (see the YouTube comments).

Widening that fan base even more is Liquid Death’s search for the world’s most extreme parents. “Are you a parent? Well then we might want to sign you to an endorsement deal, just like any other extreme sports athlete,” Liquid Death states.

Parents who post a “sponsor-me” video and tell the brand why they should be sponsored by Liquid Death Sparkling Energy stand a chance to win a contract that includes free Sparkling Energy every month for a year and a US$250 credit toward Liquid Death merch.