The watermark Liquid Death, known for its daring and unusual advertising strategies, is raffling off a jet among consumers. An action that, as he points out, “no other beverage company has done so in the history of the human race”, and with which the brand hopes to increase sales of its product and gain popularity and notoriety among its target audience.
Pepsi raffled off a jet in 1996, although the action was intended as a joke
The brand thus builds on the action carried out by Pepsi in 1996, when the soft drink brand offered a series of objects in exchange for accumulating “Pepsi points”, at that time the currency of its loyalty program. The promotional creative featured a Harrier fighter jet, redeemable for 7 million points. That it was meant to be a jokebut a consumer reached the proposed goal and undertook legal actions against the company when it did not deliver the promised prize. The court ruled in favor of the brand, and the case was recently featured in the Neflix documentary series “Pepsi, Where’s My Plane?”
Now Liquid Death assures that its proposal is real and is offering the possibility of getting a L-39 AeroJetwhich he has nicknamed “The Dehydrator.” It is capable of reaching 800 km/h, with two seats and a flight viability certificate. Along with the ship, it also offers six months free hangar space to store the plane; as well as product supply for one year, for when the winner “vomits and pees on himself and has to recover fluids”. The giveaway also includes a helmet and a cup holder for the cockpit.
However, if the winning user decides not to keep the plane, they can exchange it for a briefcase with 250,000 dollars. The brand assures that if this option is chosen you will also be able to keep the case and the supply of product for one year.
To win all of this, users must buy Liquid Death product and send your receipts to the brand, previously registering their telephone numbers on the website enabled for the contest. As explained by the brand, each can purchased grants one entry for the contest, and a maximum of 400 entries per person has been established. The promotion will be active until next September 4.
According to AdAgethe brand already proposed to carry out this action a few years ago, but I refused to go ahead because of the complexity to acquire the aircraft and resolve the legal issues related to its delivery. “Without a doubt, this is the hardest thing we have ever done“said Andy Pearson, Creative Vice President of Liquid Death. “I can understand why the other company didn’t want to go ahead with this, regardless of the cost“.
“We are a healthy drinks company“Pearson has also commented, according to PRWeek. “We look at all the cool, fun, big things that are used to promote things that are not so good for us, like energy drinks, beer or soda, and we imagine that elevated to more and put it towards something that is actually healthy“.
