Liquid Death and Amazon Created 'Smarter Water' Infused With Knowledge From Books. Really

Another way to drink your way through college

Why study when you can drink knowledge? With that in mind, Liquid Death and Amazon Ads’ Brand Innovation Lab teamed up to create “Certified Smarter Water” that can help kids cheat their way through college.

This jab at a certain smarty-pants competitor is based on viral theories that water molecules can retain thoughts and words. So, for the campaign, Alexa devices read textbooks to cans of Liquid Death in a warehouse.

By doing so, “the water was programmed with a huge variety of books spanning social psychology, econ, music history, quantum physics, Greek classic literature, history, math and more,” says Andy Pearson, LD’s VP of creative. The strangest book—Warping Reality: Inside the Psychology of Cults.

If water molecules can retain thoughts and words, your brain will certainly absorb such knowledge after you drink up.

“I drank my buddy’s piss to get into my fraternity. But now, I can just drink water and get into med school,” one kid says in the :90 below. We learn that another partied too much and landed a full ride to jail, where he learned negotiation skills (involving the shower) and how to make shivs from toothbrushes.

Pre-programmed Liquid Death Certified Smarter Water is available on Amazon but any can of LD water can be programmed. Say, “Alexa, make my Liquid Death smarter,” pick a topic, and Alexa will speed-read a textbook excerpt to your water. And smarter water doesn’t cost extra. It’s the same price as regular LD.

“Liquid Death is one of the top-selling waters and iced teas on Amazon,” Pearson tells Muse. “We’ve had a great partnership for years. The opportunity came up for us to do something to support their back to college efforts.”

CREDITS
Founder/CEO: Mike Cessario
SVP Marketing: Dan Murphy
VP of Creative: Andy Pearson
VP of Marketing: Greg Fass
VP Design: Frank Dresmé
Creative Director: Will Carsola
Associate Creative Director: Stu Golley
Director of Brand: Tia Sherwood
Brand Manager: Jeanne Irwin
Senior Nihilist: Brendan Kelly
Senior Graphic Designer: Kellen Breen
Designer: Michael Vickers
Director: Andy Pearson
Senior Producer: Zoe Andrikidis
Senior Producer: Cookie Walukas
Producer: Rylee Brown
Director of Photography: Kelsey Talton
Production Designer: Mike Maltz
Editing: Tyler Beasley
Color: Company 3