Never shy of a gimmick, this one is a cracker from Liquid Death, teaming up with Spinal Tap II for an “11-pack” of water. Yes, eleven.
A joke in our midst since the era of the VHS, when the term ‘turn it up to 11’ transcended from silly amp-based sight gag to something people say down the pub or in brainstorms as they channel a David Brent energy toward ideas.
Delivered via video content of the ageing fictional rock trio entirely in character and tongue lodged in skull, with the misunderstanding that this is water rather than beer.
Silly. Pure merch. But it’s also the perfect skewering of Liquid Death’s on-stage origins and the absurdity of the premium water scene (the pack is priced at $1,100 each) in the meta way that Liquid Death has become synonymous.
Once more, reframing hydration as rebellion in a way that marries stupid and clever in perfect ratios to make the product the punchline and the merch at once.
