In the world of advertising, Halloween is a battleground for brands looking to push the envelope. But in 2022, one collaboration cut through the noise—quite literally. Liquid Death, the canned water brand known for its irreverent marketing, teamed up with none other than Martha Stewart to create one of the year’s most memorable campaigns: the “Dismembered Moments” luxury candle. Combining Stewart’s iconic homemaker persona with a dash of horror, the campaign brought a fresh take to Halloween marketing, blending humor, gore, and eco-consciousness into one unforgettable product.
A Severed Hand with a Cause: Concept Behind ‘Dismembered Moments’
At first glance, Martha Stewart might seem like an unexpected choice for a brand like Liquid Death. However, this unlikely partnership capitalized on Stewart’s evolving public image. After all, she’s not just a cooking and decorating mogul—Stewart’s post-prison comeback has been characterized by her ability to poke fun at herself, something that made her the perfect fit for Liquid Death’s offbeat aesthetic.
The centerpiece of this collaboration was the “Dismembered Moments” candle, a life-sized severed hand holding a can of Liquid Death. It’s a striking image, merging the macabre with humor in a way that only Liquid Death can. Packaged in an eco-friendly box, the candle was part product, part art piece, and part social commentary. Priced at $58, it was available just in time for Halloween, marketed as the perfect accessory for spooky season.
But this was more than just a novelty item. Liquid Death has long focused on environmental messaging, and the campaign’s tagline, “Death to Plastic,” reminded consumers of the brand’s commitment to sustainability. The candle’s unscented, paraffin-based design was accompanied by messaging about reducing single-use plastics, aligning with Liquid Death’s broader mission to fight plastic pollution.
Stewart’s Dark Humor Shines Through
In the campaign’s video spot, Stewart is seen in a kitchen—her natural habitat—but this time with a grisly twist. Rather than baking pies or arranging flowers, Stewart is portrayed chopping off hands to create the luxury candles. With her signature deadpan delivery, she guides viewers through the “crafting” process, making it seem as though she’s simply adding another product to her elegant home decor line. It’s a jarring yet hilarious contrast that perfectly encapsulates the campaign’s appeal: Stewart’s refined image mixed with Liquid Death’s irreverent edge.
This juxtaposition wasn’t just for laughs; it served a strategic purpose. By positioning Stewart as a key player in the campaign, Liquid Death was able to reach a demographic that might not typically engage with the brand—Stewart’s loyal following of home decor enthusiasts. Meanwhile, Stewart’s willingness to embrace her dark side allowed her to connect with Liquid Death’s younger, edgier audience. It was a win-win, allowing both parties to expand their reach while staying true to their respective brands.
Merging Humor and Horror: A New Approach to Halloween Marketing
Halloween campaigns often rely on familiar tropes—think spooky music, haunted houses, and jump scares. But what set Liquid Death’s “Dismembered Moments” campaign apart was its ability to subvert these expectations. Rather than focusing on fear, the campaign leaned into humor, using the severed hand candle as a playful yet gruesome prop. Stewart’s calm demeanor throughout the video only heightened the absurdity of the situation, making it clear that this wasn’t your average Halloween ad.
This approach reflects a broader trend in advertising: the blending of entertainment and branding. Consumers today are inundated with ads, and the ones that stand out are those that offer something beyond a simple sales pitch. Liquid Death understands this dynamic, and with “Dismembered Moments,” they created content that viewers actually wanted to engage with. The campaign wasn’t just about selling a candle; it was about creating an experience—one that blurred the line between horror movie and home shopping network.
A Strategy Rooted in Disruption
From its inception, Liquid Death has built its brand on disrupting the beverage industry. When the company launched in 2017, its canned water concept—marketed as if it were a craft beer or energy drink—was met with skepticism. But over the years, Liquid Death has proven that there’s a demand for irreverent, boundary-pushing marketing, especially among younger consumers. The “Dismembered Moments” campaign was the latest iteration of this strategy, taking the brand’s disruptive ethos to new heights.
By collaborating with Martha Stewart, Liquid Death not only generated buzz but also reinforced its position as a brand that doesn’t play by the rules. While other water brands might focus on purity and health, Liquid Death leans into its rebellious image, offering consumers a product that’s as much about attitude as it is about hydration.
The Power of Partnerships: Why Martha Stewart and Liquid Death Worked
At first glance, the pairing of Martha Stewart and Liquid Death might seem like a mismatch. But in reality, the collaboration was a stroke of marketing genius. Stewart’s involvement brought a level of legitimacy to the campaign, allowing Liquid Death to tap into her wide-ranging appeal. Meanwhile, Stewart’s willingness to embrace the darker side of her persona allowed her to connect with Liquid Death’s audience in a way that felt authentic.
This partnership highlights the growing trend of brands teaming up with unlikely collaborators to create buzzworthy campaigns. In a world where consumers are constantly bombarded with content, standing out requires more than just a clever tagline—it requires a narrative that captures people’s attention. By merging Stewart’s refined image with Liquid Death’s edgy branding, the “Dismembered Moments” campaign did just that, offering a fresh take on both Halloween and home decor.
Conclusion: A Halloween Campaign for the Ages
Liquid Death’s “Dismembered Moments” campaign with Martha Stewart was a masterclass in how to create a memorable, impactful Halloween marketing push. By blending humor, horror, and sustainability, the campaign resonated with a broad audience while staying true to the brand’s disruptive ethos. And with Stewart at the helm, Liquid Death was able to expand its reach, tapping into a demographic that might not have otherwise engaged with the brand.
As Halloween campaigns continue to evolve, one thing is clear: the best ones are those that aren’t afraid to take risks. In the case of “Dismembered Moments,” those risks paid off, proving that even a canned water brand can make a splash in the world of spooky season marketing.