Liquid Death – Certified Smart Water
To support the back-to-college season in the US, we partnered with Liquid Death to create Certified Smarter Water. This was a tongue-in-cheek campaign inspired by the theory that water can retain information.
The idea was simple. If Alexa could read university textbooks to cans of Liquid Death, students could absorb knowledge simply by drinking the water. Customers could even ask Alexa to “make my Liquid Death smarter”, triggering Alexa to read excerpts from textbooks to their own can.
Despite several compliance issues (“Will people actually believe this will make them smarter?”) I worked with the Brand Innovation Lab (US) and helped develop the creative experience. This brought Alexa, branded storytelling and interactive technology to create a campaign that could only exist within the Amazon ecosystem.
Campaign Experience
Campaign Case Study