That’s marketing. That’s branding. Another brilliant campaign by Liquid Death where they ask people to send in their pee (yes, you read that right) to AI data centers because they need water to cool down—and what better way than to drink Liquid Death to get the pee?
They even provide collectible bottles to courier your pee to the data center of your choice.
This is the beauty of branding.
They connected: Culture-dislike for AI data centers.
Their brand: Drinking Liquid Death.
Creative execution: Pee and a song.
Small details :Nice brand touch with the collectible bottle.
And that’s what makes a brand stand out: not pee, but consistent voice and storytelling.
I really can’t believe this is an ad. I just can’t believe that there is an entire marketing team who approved it.
It’s a death to empathy, and it’s also a death to marketing—because this is what happens when marketing continues to see attention as the only metric.
Time and again, I’ve mentioned that attention is not the goal of marketing. We are not in the 1990s anymore. The goal of marketing is credibility.
In an attention economy, even the most popular campaign loses attention in a few days. You can’t fight on attention. Your goal is credibility. And Flipkart just lost that battle.
Saurabh Parmar, Fractional CMO linkedin.com/in/saurabhparmar
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