Hi friends,

Happy Friday! Apologies for the later-than-usual email today. Let’s catch up if we haven’t caught up in a while, and wishing you a restful long weekend ahead.

Today, I share Liquid Death x Yeti’s Casket Cooler collaboration (and my love/hate relationship with the brand), share my excitement for sports investing as NFL allows PE investment for the first time, and other exciting consumer headlines in the news.

Let's get into it.

ACTIVATION OF THE WEEK

Liquid Death x Yeti: Casket Cooler

What it is: Liquid Death has joined forces with Yeti to produce an elevated iteration of its iconic coffin cooler, aptly named the Casket Cooler. This robust cooler, crafted from steel and weighing a substantial 85 pounds, represents a blend of functionality and striking design, embodying the brand's audacious spirit. The cooler will be available through a special auction event, offering consumers a chance to acquire this exclusive item. Originally conceived as a DIY project, the coffin cooler has made appearances at various trade shows, further illustrating Liquid Death's unconventional marketing tactics and its commitment to captivating consumer engagement.

My take: If you’re in the consumer space, you shouldn’t be a stranger to Liquid Death. I love the brand and its contributions to CPG brand and marketing, specifically their creative direction in bringing a post-modern, ironic sensibility to the brand world in a way that has never been done before at this scale (i.e. it’s the most dramatic and self-serious yet unserious drink, ever). And it works. But also, admittedly, it’s a comp that I hear more often than I should, and when I do, I have mixed feelings about it. For a vast majority of CPG brands, it’s a brand that we should admire from afar, and not reference as a north star, because it takes a very specific product, perspective, and founder to make it work. There can only be one Liquid Death!

Read more about this here.