Observed Signal · Apr 16, 2026 · Partnership · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
Liquid Death and Pop-Tarts Launch Pop-Tarts Carnage Tea
Liquid Death and Pop-Tarts have collaborated to release a limited-edition iced tea called Pop-Tarts Carnage, flavored like Frosted Strawberry Pop-Tarts and packaged in Liquid Death’s signature death metal can. Liquid Death’s in-house production arm, Death Machine, created an accompanying ad showing a mundane domestic scene transformed into chaotic revelry after characters drink the beverage. Andy Pearson, vice president of creative at Liquid Death, said the teams pursued the collaboration as a creative and flavor pairing. The campaign continues Liquid Death’s pattern of offbeat brand partnerships and references recent Liquid Death collaborations with Spotify and e.l.f. Cosmetics. The article also notes Pop-Tarts’ history of eccentric marketing, including a 2023 Pop-Tarts Bowl activation featuring an “Edible Mascot.”
A brand collaboration and limited-edition product launch with creative marketing value but limited broader AdTech/MarTech impact.
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Key Takeaways & Evidence Grounding
- Liquid Death and Pop-Tarts unveiled a limited-edition iced tea called Pop-Tarts Carnage.
- Pop-Tarts Carnage is flavored like Frosted Strawberry Pop-Tarts and sold in Liquid Death’s death metal can.
- The campaign’s ad was created in-house by Liquid Death’s production arm, Death Machine.
- Andy Pearson is vice president of creative at Liquid Death and commented on the collaboration.
- The collaboration continues Liquid Death’s pattern of offbeat partnerships (e.g., Spotify, e.l.f. Cosmetics).
Connected Companies & Entities
2 Entities mappedRelated Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Liquid Death and MrBeast’s Feastables collaborate on drink
Liquid Death has partnered with MrBeast’s Feastables to produce a peanut butter cup–flavored sparkling water and launched an ad that channels the high-energy style of MrBeast videos. The collaboration combines a new co-branded product flavor with a promotional creative that leans into the creator-driven aesthetic MrBeast is known for. The story was published by Ad Age on 2026-08-04.
Liquid Death's Mike Cessario on Building an Uncopyable Brand
Mike Cessario, who founded Liquid Death in 2019 after a career in ad creative, explains the beverage brand’s strategy of using comedy and entertainment as its primary competitive moat. Liquid Death has expanded from bottled water into sparkling water, iced tea and energy drinks and has generated “hundreds of millions” in revenue. The company produced a Super Bowl ad internally for $300,000. Cessario argues most consumer products are commoditized, so brands must win via memorability, emotional connection or price. He compares Liquid Death’s approach to the Red Bull playbook but focused on comedy, and highlights the significant operational challenge of retail distribution — including limitations of DSD networks owned by large beverage companies and the gap between retail authorization and actual shelf presence.
Liquid Death and Spotify Launch Afterlife Playlist Urn
Beverage brand Liquid Death partnered with Spotify to launch the limited-edition "Eternal Playlist Urn," an 11-inch, 2.4 lb urn with a Bluetooth speaker in the lid that plays a personalized Spotify playlist. Spotify built an Eternal Playlist Generator for U.S. listeners that creates playlists from users' listening habits and answers to mood questions; playlists sync to the speaker and can be shared. Liquid Death produced a 45-second spot claiming (humorously) that satisfied dead people are 47% less likely to haunt you; the video runs on YouTube, social channels and online. The urn is sold exclusively in the U.S. for $495 with only 150 units available. The collaboration follows prior Liquid Death partnerships with brands and personalities including Yeti, e.l.f. Cosmetics, Dr. Squatch and Kylie Kelce.
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