This is the first time Liquid Death has teamed up with a brand to create a new flavor.
Liquid Death and Van Leeuwen Ice Cream are both fond of unexpected partnerships. LD’s recent collabs have included Corpse Paint, created with e.l.f., while Van Leeuwen is constantly introducing wacky ice cream flavors, like Sabrina Carpenter Espresso and Kraft Mac & Cheese.
There are a few firsts here: This is the first time Van Leeuwen has launched a collab that isn’t ice cream, and it’s the first time Liquid Death has partnered with a brand to create a new flavor of water.
Weird ice cream flavors are a buzzy tradition, but reversing that—creating ice cream-flavored water, since no one would want water-flavored ice cream—is a classic Liquid Death hack.
Directors 2 Dead Crew of production company Death Machine directed the spot above, which positions the beverage as shotgun and beer bong worthy. (2 Dead Crew also directed the Ozzy Osbourne spot for Liquid Death in June.)
The box packaging is pretty gnarly, too.
Van Leeuwen and Liquid Death are hosting ice cream truck pop-up events in New York (Aug. 13, Washington Square Park, 12 pm ET) and Los Angeles (Aug. 17, Abbot Kinney, 11 a.m. PT) giving out free cans of the new water and scoops of Van Leeuwen Ice Cream.
“We’ve done lots of cool flavors in the past but never have we brought our ice cream to life in the form of another product,” said Ben Van Leeuwen, co-founder and CEO of Van Leeuwen Ice Cream. “We’re excited to team up with a fellow brand that likes to push the boundaries on a fun collab that is a first for us both!”
“We’ve seen a lot of brands make their own flavor of ice cream, but we’re the first brand to make ice cream-flavored sparkling water that tastes exactly like a hot fudge sundae,” said Greg Fass, Liquid Death’s VP of marketing, “We’re all about making healthy beverages more fun, so teaming up with Van Leeuwen Ice Cream to make the first chuggable, 20-calorie hot fudge sundae was the perfect pairing.”
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