Liquid Death launches wacky soda-scented flushable wipes
The popular drink brand has partnered with Goodwipes to create a limited-edition pack of wipes that smell like cream soda
In an unexpected collaboration, beverage brand Liquid Death has teamed up with personal hygiene brand Goodwipes to launch a limited-edition pack of wipes, inspired by the former’s sCREAM Soda drink. Strange though the union may seem, Meredith Diehn, SVP of marketing at Goodwipes, says it was “always destined to happen”.
Negotiated by partnership agency SonderCo, the project is in fact the latest in a long line of recent ‘chaos partnerships’ that have seen seemingly unrelated brands work together on surprising marketing stunts. In our current attention economy, keeping consumers on their toes is crucial, and off-the-wall collaborations are a particularly effective way of doing that.
Commenting on the work, Diehn adds, “Consumers deserve better than dry, outdated experiences. From what you drink to how you wipe, the standard has always been too low, so we’ve joined forces with a brand who shares our ambition to disrupt the status quo, to help people truly upgrade their restroom routine.”
Launching this week, the special wipes have been concocted using a blend of Liquid Deaths’ Mountain Water, their sCREAM Soda scent, and Goodwipes’ signature skin-loving ingredients, including aloe and vitamin E. Sold in sets of three, the bold packaging bears the logos of both brands, including Liquid Death’s iconic flaming skull.
To promote the quirky wipes, Liquid Death and Goodwipes have also worked together to develop an equally zany competition called The Buttler Sweepstakes. Until August 31, participating consumers will have the chance to win their own “VIP butt-wiping service, [featuring] a fully trained, live-in ‘Buttler’ who will personally wipe their butt using Liquid Death x Goodwipes sCREAM Soda wipes.”
The Sweepstakes has been unveiled through a short film posted across the brands’ social channels, highlighting the surreal and possibly satisfying experience of having your own Buttler. Created in the style of an SNL Happy Fun Ball parody, the film shows a tuxedo-clad man standing beside the winner, assisting him with his bathroom routine and congratulating him on being “number one at number two”.