When you watch Liquid Death’s wet and wild promo below—hyping its collaboration with Van Leeuwen on a hot-fudge-sundae flavored sparkling water, just remember: There’s nothing the slightest bit porny going on.

Not in the least.

“We were just inspired by a lot of the classic beer commercials,” LD vice president of creative Andy Pearson tells Muse. “The difference is that we can have people actually drinking in our commercials while they can’t drink beer in beer ads.”

Nothing naughty implied whatsoever. Those folks need showers so bad.

“All our talent were true troopers,” Pearson recalls. “That is 100 percent real ice cream you’re seeing them chug. We went through 18 gallons and unknown amounts of fudge.”

As for the rationale behind the limited-time team-up, “Liquid Death is more than just mountain water,” he says. “We have an entire line of flavored sparkling water and iced tea that’s low in calories but huge in flavor. So, we teamed up with another brand known for big flavor. For anyone looking for a fun, healthier alternative to soda, Liquid Death has something for you.”

He notes that Van Leeuwen makes a fine partner owing to its willingness to take some chances. Its Hidden Valley Ranch flavor from last year being a prime example.

Launch events in NYC and L.A. will feature … ice-cream truck pop-ups, what else? The beverage will be available on Amazon, Van Leeuwen stores, LD’s TikTok shop and elsewhere.

In a broader sense, of course, the campaign continues LD’s efforts to portray itself as an oft-naughty entertainment purveyor with a finger on the pulse of pop culture.

Other recent nods in this direction, among many, include tapping Ozzy Osbourne for some faux-druggie humor; mixing kids, cigarettes and The Deep from Amazon Prime to zing Big Soda; and a glory-hole recycling pitch that’s also not porny at all.

The post Liquid Death Gets So Messy With Van Leeuwen Ice Cream first appeared on Muse by Clios.