Liquid Death, the water and iced tea brand infamous for its outrageous marketing, is celebrating its first year as the official iced tea sponsor of Nascar by ditching the pros and backing regular fans instead.
That’s right – while other companies scramble to sponsor high-speed drivers, Liquid Death is shining a light on the true road warriors: grocery store champions, carpool commanders and weekend warriors.
The brand today launched its ‘Liquid Death Pro Driver’ search, offering three Nascar fans the chance to win a $30,000 sponsorship deal, including their very own Liquid Death merch emblazoned with their face and a year’s supply of Liquid Death Iced Tea.
The ad spot for the campaign is as hilarious as it is relatable, featuring everyday drivers from all walks of life. One standout is a grandma shotgunning a can of Liquid Death Iced Tea with her car keys like it’s nothing.
And why not? After all, your family minivan is racking up more miles than a NASCAR race car. While the pros are zooming around at breakneck speeds, fans are juggling kids, errands and drive-thru orders.
“Ever since we became the official Iced Tea of Nascar in April of this year, we’ve been bringing our funny, irreverent way we market to a new, super passionate audience of fans,” Greg Fass, vice-president of marketing at Liquid Death, tells The Drum.
It all started with their mascot, ‘Murder Man,’ announcing the partnership at Talladega Superspeedway. Now, they’re flipping the script by sponsoring fans instead of famous drivers.
“Now, we’re poking fun at how brands have traditionally gotten involved with the sport of Nascar by flipping the script and sponsoring Nascar fans instead of famous drivers,” adds Fass. “Plus Nascar drivers can’t drive their race cars covered in logos to drop off their kids at school, or to the grocery store where you can buy Liquid Death Iced Tea, so we see a ton of value in sponsoring their cars.”
From September 12 until November 10, consumers can audition for their shot at sponsorship by chugging a can of Liquid Death Iced Tea in 18 seconds or less right next to their trusty vehicle.
