Marketing Currents - Business and Marketing Current Events

Liquid Death Tries to Dethrone the Super Bowl as Advertising’s Biggest Stage


For marketers who don’t have the deep pockets or steely nerve to buy a commercial during Super Bowl 58, Liquid Death has a proposition: put your ad on 500,000 of the brand’s packages and get nearly double the reach of the football matchup.

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Discussion Questions:

  1. What is advertising?
  2. What kind of company is Liquid Death?
  3. Why do you think they advertise?
  4. How much is a Super Bowl commercial this year?
  5. How might that prevent a lot of companies from advertising during the Big Game?
  6. Why did Liquid Death choose not to advertise during the Super Bowl?
  7. Based on what you learned in this news story, what are they doing from a marketing perspective instead?
  8. What is marketing stunt?
  9. This stunt from Liquid Death is promising a potential advertiser nearly double the reach of the Super Bowl. What is “reach” and why would that matter to an advertiser?
  10. How is Liquid Death communicating this opportunity to other brands? Why is that important?
  11. Why do you think they are using eBay as part of the marketing stunt?
  12. Do you think the company’s goal is to sell advertising? If not, what do you think they really hope to accomplish with this stunt?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.