Liquid Death selects comedian Tom Segura for innovative aluminium can recycling pitch

Comedian and podcaster Tom Segura features in a Liquid Death infomercial spoof, where he invites a live studio audience and viewers at home to insert their aluminium waste into his "Recycling Glory Hole." This product, created by the canned water brand's in-house marketing team, is a 3-foot-tall box with a cut-out for Segura's mouth, capable of accommodating empty Liquid Death cans and similarly-sized aluminium containers.

The item costs $58, with a portion of the proceeds supporting non-profit organizations fighting plastic pollution in line with the brand's #DeathToPlastic initiative. The product is not suitable for plastic bottles, which are not recyclable, with 95% of them being sent to landfills.

Liquid Death's VP, Andy Pearson, exclaimed: "We all grew up with messaging about how important it is to recycle."

"But there's also something important we're missing in that lesson, which is to waste less. Single-use plastics like plastic bottles are endemic to our modern world. What we want to do with this video and the entire brand of Liquid Death is to get people to stop and think critically about their choices," Pearson added.

The VP went on to elucidate: "And, of course, humour is the very best way to do that. If you can get someone to laugh, you've already connected with them on a personal level."

What was Segura's reaction to the innovative recycling idea by Liquid Death?

"We read the title, and he just stopped us and said, 'Yep. That's it,'" Pearson, who works on the brand's marketing team, notes that Segura was immediately on board with the idea due to his comedy bit on a different kind of glory hole. The directing duo Bonabart – Bonnie Dennison and Alison Barton, who previously worked with Liquid Death on its "Martha Stewart Dismember Moments Candle" campaign, shot the clip in front of an audience of actors.

Pearson clarified: "We like to think of Liquid Death as an entertainment brand that happens to make healthy beverages and merchandise. So, instead of marketing, we just want to put out something that's the best thing someone is going to see all day. If we can accomplish that, we've done our job."

The brand aims to produce content that is "straight-up funny, not just 'advertising funny,'" with a focus on creating work similar to the best SNL skits and internet humour videos. It is really great to see sustainable initiatives like this pan out in such a cool way, where the seriousness of recycling is merged with the entertainment choice of an individual.