Uncover the genius behind YETI and Liquid Death's coffin-shaped cooler and the bold marketing that turned heads everywhere.
The Setup
Branding to Die For: Inside the YETI x Liquid Death Campaign
When it comes to marketing partnerships, the pairing of YETI, a premium outdoor lifestyle brand, and Liquid Death, the edgy canned water company with a penchant for irreverence, might seem unusual at first glance. But that’s exactly what makes the collaboration so brilliant. The two brands joined forces to create a one-of-a-kind product: a coffin-shaped cooler called the "YETI x Liquid Death Casket Cooler." Yes, you read that right – a cooler that looks like a miniature casket.
This limited-edition product could hold an impressive 378 cans of Liquid Death and was auctioned off for charity. After 810 bids, it sold for a staggering $68,200. The cooler was more than a functional item; it was a statement piece. Crafted from YETI’s renowned materials and designed with Liquid Death’s signature macabre humor, the cooler embodied the intersection of practicality and audacious branding. The campaign launch was accompanied by bold visuals, a dedicated product page, and buzzworthy PR – designed to turn heads and deliver the shock-and-awe style Liquid Death is known for.
Why it Matters
For event marketers, this campaign is a masterclass in creative partnerships and the power of pushing boundaries. YETI and Liquid Death operate in crowded markets where differentiation is key: YETI competes with a sea of outdoor lifestyle brands, while Liquid Death continues to challenge giants in the beverage industry. By coming together, they leveraged their distinct brand personalities to create something completely unexpected, amplifying attention in a way neither could have achieved alone.
From an event marketing perspective, this collaboration highlights the importance of standing out in crowded spaces, a challenge every marketer faces. The YETI x Liquid Death Casket Cooler became more than a product – it became a conversation piece. This type of creative risk isn’t just about selling products; it’s about reinforcing brand identity, generating buzz, and creating unforgettable moments.
For live events and experiential marketers, the partnership demonstrates how imaginative concepts and bold execution can attract attention and drive engagement. Imagine this cooler as part of an event activation – a centerpiece for photo opportunities or an exclusive giveaway item. The sheer creativity and audacity of this campaign spark ideas about how to surprise and delight attendees with unexpected experiences.
The Takeaway
The YETI x Liquid Death Casket Cooler campaign is proof that bold, unconventional partnerships can drive outsized results.
Here are three lessons for event marketers:
- Be Bold: Standing out requires taking risks. Don’t be afraid to challenge norms or create something polarizing – it’s often what gets people talking.
- Partner for Impact: Collaborations that align shared values but contrast personalities (YETI’s rugged elegance meets Liquid Death’s rebellious humor) can create unique opportunities to amplify reach and engage diverse audiences.
- Create Conversation Starters: Whether it’s a product, a campaign, or an event feature, make sure it leaves people talking long after the initial interaction.
In a world where attention is fleeting, campaigns like this show the power of embracing audacity. For event marketers, it’s an invitation to push the envelope, build unexpected partnerships, and craft moments that demand a second look. After all, in the crowded marketplace of experiences, playing it safe is the riskiest move you can make.