Six Percent Script

CLIENT: Liquid Death

CHALLENGE: To create a 30 second radio/podcast advertisement script for their new drink, Six Percent, that turns consumers into a ghost for ten hours. There is a six percent chance of them never returning to their human form

INSIGHT: Since this is a limited edition drink, only around on Halloween, I wanted to keep the Halloween spirit of Trick or Treat. I used the voice of "Death" (stemming from the company name Liquid Death) to share a playful dare for consumers to join him in the afterlife temporarily.

STRATEGY: I introduced the drink as a treat, but maintained the idea that it may be a trick, and there is no way of knowing until you try.

PROPOSITION: Join Death in the afterlife, for an unknown amount of time.

This was an absolute blast to write. Immediately upon reading the spec brief for the product vision, I could see the face of Liquid Death being death itself, and found that to be the perfect idea for a spooky Halloween special drink. By keeping the tone light and humorous, this ad could bring in consumers while also keeping the Halloween spirit alive and poses an interesting dare for them to try the drink even with the risk.