Some things Ozzy Osbourne says you should absolutely never do with Liquid Death’s electrolyte drink mix:

• Snort it
• Freebase it
• Inject it
• Boof it

Just mix Death Dust with water to stay hydrated, OK?

Ozzy leans out of an SUV window, brandishes a skull-tipped walking stick and defines “boofing” for two teens in an LD spot breaking today. Awesome!

Wonder if he partied much back in the day? He sure could use some hydration in 2024.

Looks like the whole budget went for the High Flyer’s salary. But that’s part of the charm. The man himself is so genuine, and the premise so middle-school naughty, it’s impossible not to crack a smile.

“Ozzy is a huge fan of the brand,” says Liquid Death VP of creative Andy Pearson. “We’ve wanted to do something with him for years. And we recently began sponsoring The Osbournes podcast.”

When the brand introduced Death Dust some months back, “We included a line telling people not to snort it,” Pearson says. “And the response on social was immediate and hilarious.”

“So for our second round of work, we figured: Why not go to one of the foremost experts when it comes to putting all kinds of stuff in their body.”

Keith Richards is like: “I could’ve played that!”

Of course, Liquid Death loves to skirt societal taboos. 

Consider its recent ad with The Deep from Amazon Prime series The Boys smoking in a classroom filled with kids. Youngsters also featured in a cheeky regional Super Bowl spot from 2021, downing LD tallboys (pure mountain water!) as if they were chugging beer.

As the wink-wink bad-boy brand du jour, Liquid Death can get away with shit others wouldn’t dare try. Except boofing Death Dust. Just say no!

Pearl Jam and Ozzy Osbourne will receive honorary awards at the 2024 Clio Music Awards ceremony. The event takes place on Jan. 31 at NeueHouse Hollywood in Los Angeles.

Pearl Jam will receive the 2024 Clio Impact Award in recognition of creating a unique poster for individual concert dates. Many are past Clio winners. The prize also celebrates the band’s philanthropic work. Pearl Jam’s Vitalogy Foundation has raised more than $50 million for numerous organizations, and bassist Jeff Ament’s Montana Pool Service funds skate parks in Montana and South Dakota.

Ozzy Osbourne will accept the 2024 Clio Music Lifetime Achievement Award. As a solo artist and the frontman for Black Sabbath, Osbourne has sold more than 100 million records worldwide. His trophy honors that creative legacy and acknowledges his work on many Clio-winning campaigns, including this year’s promo for the “Patient Number 9” album.

“This show marks the 10th anniversary of the Clio Music Awards and we’re thrilled to be doing it bigger than ever before,” says Michael Kauffman, executive director of Clio Music. “We’re hosting our event during Grammy week in Los Angeles for the first time and we’ve got an incredible lineup of honorees, Grand Clio winners and other surprises.”

Jai Rodriguez will host the show, which features a performance by LU KALA.

In addition, the Billboard & Clio Music Marketing Visionary Award will be given to an executive who has exhibited consistent dedication to placing music in creative marketing in innovative, thoughtful and impactful ways.

Sponsors of the event include Sony Audio, Verizon, Primary Wave Music, Trevenna Tracks, Amazon Music, BMG and Prince Street Pizza.

You can purchase tickets here.