Liquid Death enlisted a real witch to attend this year’s Super Bowl game. The edgy canned water brand going after young consumers with energy drink-like marketing is making a major bet on this year’s game, literally: they’re putting $50,000 down on whoever is deemed the underdog by Caesars Sportsbook, and say they’re the first brand to place a sports bet. But they’re also taking a wild approach to help their chances, hiring a “real witch” to attend and affect the outcome, or in their own words, “cheat.” An ad for the project explains the witch will deploy “powerful spells to affect fumbles, field goals, interceptions, and more.” Half the winnings (if it’s successful) will go to its plastic waste sustainability project, #DeathToPlastic. Liquid Death’s Super Bowl stunt marks yet another example of how the brand uses marketing to entertain, not sell, while raising awareness for sustainability. (Adweek)
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