Liquid Death's quirky concert diapers sell out in 24 hours
The Liquid Death brand has introduced adult diapers designed specifically for concertgoers. But where did the idea for this innovative product originate?
Liquid Death is a canned water brand aimed at heavy music enthusiasts. Their advertising slogan, "murder your thirst," grabbed attention globally with their latest product venture. In collaboration with Depend, a specialist in this line of products, the company has launched "hardcore" adult diapers.
Hardcore adult diapers
This product targets individuals who want to stay in the mosh pit during concerts, which is the bustling area in front of the stage. Priced at $75, the "Pit Diaper" is crafted from quilted faux leather and features decorative chains and buckles. Liquid Death describes it as a trendy and functional accessory, perfectly aligning with the hardcore scene.
The innovative product was endorsed by Ben Koller, a renowned drummer in the metalcore scene. The advertisement highlighted the chaos typical in the restrooms of underground clubs—graffiti-covered walls, long queues, and the hazard of slipping in unidentified puddles. The narrator concluded: "The scariest place at a show isn't the mosh pit, it's the bathroom." Shot in a late-night infomercial style, the commercial captured attention.
Concert diapers sold out in 24 hours
The set accompanying the "hardcore" faux leather panties included 52 disposable inserts from the Depend brand, each designed to last the entire concert. Priced at $75 each, these "Pit Diapers" were sold exclusively on the Liquid Death website. They sold out in less than 24 hours, and it is currently unknown when they will be available again.
This is not Liquid Death's first dive into provocative marketing. The water brand has a history of blending rock-and-roll ethos with unconventional campaigns, thanks to its founder Mike Cessario's background in the music industry. From cans claiming to "murder your thirst" to an array of branded gadgets and apparel, Liquid Death has attracted a niche audience wanting their hydration to be hardcore.
