Liquid Death‘s Super Bowl teaser suggests the water brand is bringing serious energy to the Big Game for the second year running.
The famously rebellious brand will air a 30-second national ad during the first half of Super Bowl 60 on Feb. 8. Created in-house by its creative team and production arm Death Machine, the commercial will promote Liquid Death’s new energy drink line, Sparkling Energy.
A teaser for the ad, released today (Jan. 22), zooms in on a row of grinning, wide-eyed, papier-mâché heads.
Sparkling Energy, launched in December, broke into the top 20 brands by market share on Amazon in its first week and has sustained that position since, according to Liquid Death. The brand emphasizes that it’s a “better-for-you” energy drink, with just 100 mg caffeine and co-formulated with longevity specialist Dr. Darshan Shah.
With its healthy positioning, Liquid Death joins the trend of a more health-conscious Super Bowl 60, with brands from Raisin Bran to prebiotic soda Poppi securing ad buys during the game.
ADWEEK reported in October that Liquid Death was returning as a Super Bowl advertiser after running its first national spot in the game last year.
Using the brand’s signature tongue-in-cheek humor, 2025’s “Safe for Work” featured professionals such as surgeons, judges, and police officers knocking back cans, showing that it was okay to drink on the job—as long as it’s Liquid Death’s sparkling water.
It was the third most engaging ad in the whole game, according to data from EDO, and number-one in both the health and beverage categories.
