Comparison taste tests are classics. Pepsi helped to make them famous. Liquid Death producing a classic ad? Only if it could subvert it. And that’s exactly what it has done.

The Liquid Death Blind Taste Test is um…different. The brand asked 17 people to compare its new flavoured sparkling waters with some of the most expensive liquids money can buy. Sounds normal, doesn’t it? Those liquids were “tall boys” – tall boys of ultra-premium items such as lobster béarnaise sauce, Japanese wagyu cheeseburger, Beluga caviar and Spanish squid ink.

Obviously, Liquid Death’s sparkling waters won every time.

Some of the brand’s other pranks have been subverting the classic cheesy endorsement ad (Liquid death used a porn star):

…getting a witch to rig the Super Bowl:

…and a family ad that’s rather more risqué than usual:

Taking its taste test one step further (and into social media), the brand is encouraging people to blindfold their closest friends and conduct their own taste tests. Liquid Death is the fifth most-followed beverage brand on social and a glittery array of celebrity ambassadors, such as Metallica, Travis Barker, Steve O from Jackass, Wiz Khalifa, Tony Hawk and comedian, Bert Kreischer.