Liquid Death ads: testing cadence, angles and landing pages

Testing cadence: how often new creative goes live

3 launched in the last 7 days, 54 in 30, 144 in 90; the median active ad is 57 days old and 40% have run 90 days or more. Sampled by reach, so brand-new ads that have not built reach yet are likely under-counted.

Launches peaked 3 to 4 weeks ago (21 and 25 in those weeks) and tapered to 12, 12 and 3 since, with a median age of 57 days and 40% of the sample past 90 days. Four product carousels have run 183 days. For a consumer drinks brand that is evergreen creative: a few product ads left on while seasonal work (Halloween, a Pop-Tarts tea collab) rotates on top. The newest weeks are under-counted by the reach-ranked sample.

Creative mix: format, copy length, placements

• Video44% (106)
• Carousel32% (77)
• Image24% (57)

Median copy length 91 characters (137 under 100, 83 of 100 to 300, 19 over 300, 1 with no body text). Placements: Instagram 100%, Facebook 55%, Threads 26%, Messenger 19%, Whatsapp 6%. Buttons: Shop now (226), See details (14).

Variant check: the 240 ads share only 84 distinct pieces of copy. 30 copy groups run in 3 or more versions (167 ads), the biggest in 13. Many versions of one message is the signature of a winner being scaled or an angle being tested across creatives.

Messaging and who the copy talks to

• Mentions "new" or AI11% (26)
• Urgency3% (8)
• Offer or discount2% (5)
• Testimonial or quote2% (5)

Share of sampled ads whose copy leads with each angle (keyword-matched, one dominant angle per ad). Ads with no clear angle are not shown.

• “You won't believe it's not soda.” carousel ad, 163 days running, 11 versions
• “Easy-Drinking Energy For People-Drinking Vampires.” carousel ad, 59 days running, 10 versions
• “Nothing ruins a nice evening like hand-washing a mug made from your enemies' skulls.” video ad, 1 days running

Audience cues in the copy: health goals (42%), beginners (12%), parents and kids (3%), busy people (2%). Angles and audience cues are keyword-matched, so read them as a guide, not a count of record.

Copy is short (median 91 characters; 137 of 240 ads under 100) and the voice is the product: "You won't believe it's not soda", "Easy-Drinking Energy For People-Drinking Vampires". Few ads use classic persuasion: 5 lead with an offer and 1 with proof. New products and collabs are the largest angle (26 ads), then urgency tied to the calendar (8, Halloween). Creator-style posts tagged #ad run alongside. It is Instagram-first: all 240 ads run on Instagram, 131 on Facebook.

Landing page strategy: where the clicks go

• short link52% (124)
• product page25% (59)
• marketplace13% (31)
• collection or shop8% (20)
• other page3% (6)

240 ads in the sample carry a link and point at 29 distinct pages across 5 hosts (ampd.to 124, liquiddeath.com 74, amazon.com 31, walmart.com 6, target.com 4). 3% use UTM tags (utm_source=facebook on 8).

We opened the top pages (October 29, 2026): ampd.to loads directly, titled "AMPD"; amazon.com/dp/B0H7ZKH2K6 loads directly, titled "Amazon.com : Liquid Death Energy - Blood Zero (Raspberry Cream), Zero Sugar Energy Drink,…"; liquiddeath.com/products/axe-murderer-pint-glass-set loads directly, titled "Axe Murderer Pint Glass Set – Liquid Death".

The destination mix tells the retail story. 124 ads (52%) go to ampd.to, a short-link domain whose links carry retailer and route parameters, 31 go to Amazon product pages and 10 to Walmart or Target. Only 74 (31%) go to liquiddeath.com, and those are mostly merch: the new-drinkware collection (16 ads) and individual items such as a pint glass set. So the own store is for skulls and mugs, retailers are for the drinks. We could not trace where the short links finally land.