Signals

US – Liquid Death has teamed up with podcast host Kylie Kelce for a bold new campaign, Kegs For Pregs, featuring ultra-limited-edition kegs of its still mountain water. The campaign, which humorously plays on the idea of pregnant women drinking, is set to raise eyebrows while promoting hydration. Kelce, expecting her fourth child with NFL player Jason Kelce, stars in this new ad where she appears to be drinking heavily but is, in fact, just well hydrated with mountain water. 

‘I’ve had so many of these tonight,’ says Kelce in the ad while jokingly slurring her words. ‘I wish they would make a huge keg.’ The product is available for pre-order now, with shipments starting in mid-April. 

Liquid Death’s campaign, with its playful jingle ‘Kegs for pregs, you’re drinking for two’, follows the success of the brand’s Super Bowl ad, Safe for Work, which featured workers chugging water while on the job. Andy Pearson, vice-president of creative, said the brand is sticking to its tagline, ‘Don’t be scared, it’s just water’. 

This campaign aligns with our Gen Z Parenting report, where we analysed how Gen Z are breaking traditional norms and forging their own unique paths. Check out our Functional Feasting macrotrend report, highlighting how brands like Liquid Death are rebranding water into a premium and playful product category filled with innovation and experimentation.