Liquid Death uses killer abs to launch new product

Just because you’re a psycho, doesn’t mean you have to smell like one.

And just because you’re a supposed killer in the shower, doesn’t mean I’m not blushing right now.

That’s the message brought to us by Liquid Death, announcing an extension of the brand's product offering.

That’s right, your fave macabre macho marketers have moved into the hygiene sector.

Liquid Death has launched 'Dirt Murderer,' a 'Soap for Psychos,' in collaboration with Dr. Squatch, an organic soap DTC who also has a flair for rebellion.

The two brands are cult favourites with countercultural aesthetics – making this the perfect alliance of disruption and chaos.

Historically, soap advertising can be so typical, particularly when it comes to men’s products.

Except for Old Spice, the ads generally offer nothing more than some lathered up, shredded to the nines, half naked model. Edgy music, some kind of icy mountainous layover, and mildly suggestive shots that today, would be considered a 'thirst trap.'

And yeah, the spot for Dirt Murderer has all those things…Except he’s a serial killer in a mask washing off the evidence of his crimes.

And it’s the most 'hear me out' moment I’ve experienced to date in advertising – because well, hear me out…

The 32-second commercial leans heavily on horror movie references and 80s slasher aesthetics. It's very on brand for Liquid Death, whose style is famously grounded in humour and horror, the death metal aesthetic, and a refreshing resistance to marketing norms.

Everything from the promo, the name, the packaging embraces these themes. The ad's topped off with a bloody hatchet, a hockey mask, some killer abs, and a cheesy-ass jingle that sounds straight out of a retro slasher.

According to John Ludeke, VP of Marketing for Dr. Squatch, the partners have a 'shared passion for doing things differently and a desire to create moments of disruption.'

And my day was certainly disrupted by the ad.

The ‘cold-process soap’ promises to 'annihilate stink' with ingredients such as Dead Sea salt and Liquid Death Mountain Water. It's scented with eucalyptus, juniper, and cedar wood.

So why is a canned water brand making soap?

The new merchandise comes as Liquid Death moves into new territories within the consumer-packaged goods industry,

We’ve already seen some unexpected collabs this year, with e.l.f. Cosmetics for a corpse paint makeup kit, and Yeti for a life-sized coffin/ cooler.

Andy Pearson, VP of Creative at Liquid Death, spoke of the alliance with Dr. Squatch, recognising it as 'another fantastic brand with a cult following and strong DTC heritage.'

This latest collaboration with Dr. Squatch hits all the right notes.

It’s not just about selling soap. It’s about reinforcing a brand personality that doesn’t follow traditional rules.

They’re keeping their fans engaged with unexpected twists and turns, like offering 'Dirt Murderer' for those who want to annihilate stink in style.

This type of commitment to an identity makes Liquid Death more than a brand—it’s an experience. The unapologetic, gritty messaging keeps fans coming back for more, curious about the next outrageous drop.

As the brand seeks to keep things fresh and exciting, consumers, myself included, can’t help but to wonder what Liquid Death has planned for 2025.

At the end of the day, what Liquid Death does so well is play the game of disruptive marketing.

And it’s paid off big.

By taking the most 'normie' product categories, like water and now soap, and injecting them with hardcore, horror-inspired chaos, they’ve carved out a loyal fanbase who can’t get enough of their over-the-top aesthetic.

'Soap for Psychos' is a perfect example of how Liquid Death thrives.

They take risks, lean into a playful, dark humour, and embrace countercultural themes that make their brand feel like a cult movement and not just another product.

The brand teaches us that you don’t need to be safe to succeed.

You need to give people something they’ve never seen before.

-Sophie, Writer