The sci-fi action thriller The Running Man was released on Friday, Nov. 14, transporting audiences into a dystopian police state dominated by poverty, where food and medicine are scarce and corporate media keeps the masses entertained with violent game shows and reality TV. But this new adaptation of the Stephen King novel is not just about survival. It also highlights an edgy marketing partnership with canned beverage brand Liquid Death.

A Deadly Game Show Meets Bold Branding

The story centers on a deadly game show where contestants must survive 30 days while being hunted by assassins. In a clever twist, Liquid Death is integrated into the film not just as product placement, but as the official beverage sponsor of the show within the movie.

• The in-film commercial showcases Liquid Death in full bloodthirsty style.

• Colman Domingo plays the charismatic host, Bobby T., delivering lines like "bury your thirst in a shallow grave."

• Explosions, rocket launches, and branded sports-style graphics highlight the over-the-top integration.

The campaign is consistent with Liquid Death’s brand identity, which thrives on irreverent and attention-grabbing marketing.

How Liquid Death Redefined Product Placement

Rather than simply having a character sip a beverage on screen, Liquid Death appeared in an actual in-universe commercial. Andy Pearson, Liquid Death’s vice president of creative, explained that the brand treated the sponsorship similarly to mainstream shows like The Voice or American Idol, but with a deadly twist.

Pearson also highlighted the brand’s unique approach to co-promotion:

• Acting as an ad agency, production company, and influencer channel simultaneously

• Leveraging a built-in audience of over 14 million followers across Instagram and TikTok

• Partnering with both films and celebrities for bold marketing campaigns

Past collaborations include E.l.f. Cosmetics, Dr. Squatch, and stars like Ozzy Osbourne and Kylie Kelce, showing the brand’s versatility in creative marketing.

Childhood Inspiration Drives Creative Marketing

For Pearson, the connection between film and brand marketing is personal. He cites Back to the Future Part II as an inspiration, recalling how the 1989 sci-fi film imagined the future of consumer brands. From hovercrafts to self-lacing Nike shoes, he admired how brands were seamlessly integrated into storytelling.

This philosophy directly influenced Liquid Death’s approach with The Running Man, ensuring that the product placement enhanced rather than distracted from the film. Pearson emphasized that respectful, creative integration can elevate the viewing experience while reinforcing brand identity.

Liquid Death’s Growing Influence in Entertainment

Liquid Death’s partnership with The Running Man is part of a larger trend where bold beverage brands play a key role in pop culture marketing. In 2025, Liquid Death also collaborated with:

• Spinal Tap II: The End Continues

• The Toxic Avenger

By bridging the gap between advertising and storytelling, the brand continues to position itself as a pioneer in innovative marketing, blending pop culture fandom with edgy campaigns that resonate with audiences.