Liquid Death just upped the ante on its collab strategy

"It just started as, 'Our brands should work together sometime!' Soon we were doing our Liquid Death thing, which is always the same: If you take another brand or celebrity into the Liquid Death universe, what is the one right answer? And so of course, it was the Eternal Urn powered by a Spotify custom playlist that's going to fuel it."

"Liquid Death has made a habit of creating quirky collabs with unlikely partners, but has stepped up its game over the past year. What started with a Martha Stewart candle has evolved into making a faux leather adult diaper for dive bars with Depends, a coffin-shaped snowboard with Burton, and Corpse Paint makeup with e.l.f. Cosmetics. Most sell out in minutes."

Liquid Death and Spotify have partnered to create the first Bluetooth-enabled speaker urn, a white vessel with an integrated speaker designed to play music for cremated ashes indefinitely. The collaboration includes Spotify's Eternal Playlist Generator, a tool allowing users to answer questions and create personalized music mixes for their remains. Liquid Death is producing several hundred urns available for purchase at $495 each on its website. The partnership emerged from informal conversations between brand leaders at both companies. This collaboration exemplifies Liquid Death's strategy of creating unconventional partnerships with unexpected brands, following previous successful ventures including Martha Stewart candles, Depends adult diapers, Burton snowboards, and e.l.f. Cosmetics makeup.

Read at Fast Company