Liquid Death's 'pit diaper' for concertgoers sells out fast

Liquid Death is a canned water brand targeting heavy sound enthusiasts. The advertising slogan for the endeavour is "murder your thirst." Liquid Death made headlines worldwide due to another product: the company launched "hardcore" adult diapers in collaboration with Depend, a specialist in this assortment.

The product is aimed at people who don't want to leave the mosh pit during concerts, the area in front of the stage where the most happens. According to the advertisement, the "Pit Diaper" is priced at CAD 105, made of quilted faux leather and adorned with chains and buckles. Liquid Death describes it as both a trendy and functional concert accessory, perfectly fitting the hardcore scene.

The innovative product was promoted by drummer Ben Koller, an icon of the metalcore scene. The ad highlighted the chaos in the bathrooms of underground clubs, with their graffiti-covered walls, endless queues, and the danger of slipping in unidentifiable puddles. The narrator concluded: "The scariest place at a show isn't the mosh pit, it's the bathroom." The commercial was shot in a late-night infomercial style.

The set included with the "hardcore" faux leather panties contained 52 disposable inserts from the Depend brand, each of which is supposed to last the entire concert. The "Pit Diaper" was available for CAD 105 each exclusively on the Liquid Death website. They were, because the limited product sold out in less than 24 hours, and it is unknown when it will be available again.

This is not Liquid Death's first foray into provocative marketing. The water brand has a history of combining the rock-and-roll ethos with unconventional campaigns, thanks to its founder Mike Cessario's roots in the music world. From cans that "murder your thirst" to a wide range of branded gadgets and apparel, the brand has catered to a niche of customers who want hydration to be hardcore.