Should today's Kickstart have a content warning? I hope not, but the topic is rather ... adult. The canned water company Liquid Death has a new ad out with adult film star Cherie DeVille, who praises the recyclability of the aluminum cans the water brand uses, rather than a plastic bottle.
The ad uses some suggestive language (even when bleeped) and imagery, so you may not want to click through if sensitive ears are in the room, but essentially the message DeVille uses is to proclaim that plastic water bottles are the items that are not safe for work, our sister paper Advertising Age writes.
Liquid Death, of course, overlooks any complications related to aluminum recycling (including many of the same recycling infrastructure shortcomings as plastics) and emphasizes that its work with adult film stars is similar to other marketing from the brand.
"What we've always done as a brand is find ways to make health and sustainability a lot more fun and irreverent," CEO Mike Cessario told Ad Age. "There's no reason that unhealthy brands like energy drinks and candy and alcohol and beer get to have all this fun, hilarious, bold marketing, whereas healthy brands are all quiet and not fun."