Case Study: Liquid Death achieves viral retail growth with Humanaut's Killer Baby Namer campaign

Liquid Death becomes #2 water SKU at Whole Foods with Humanaut

Liquid Death, a beverage company known for its edgy branding, faced the challenge of softening its image to appeal to a new demographic of parents and moms before its debut in Whole Foods stores. The vendor, Humanaut, was tasked with developing a creative campaign to achieve this shift in perception.

Humanaut created the "Killer Baby Namer," a viral integrated digital campaign featuring a website that generated heavy metal-inspired baby names. This solution successfully showcased a softer side of the Liquid Death brand. The campaign helped catapult Liquid Death to become the number two water SKU at Whole Foods, demonstrating significant measurable impact on its retail performance.

Liquid Death