Liquid Death just teamed up with Pit Viper to create “Sunglasses for Dead People” – actual $119 sunglasses designed for the afterlife. The canned water brand says 87% of people who have near-death experiences see a blinding bright light, so naturally they made shades to protect your eyes from it.
The limited-edition sunglasses come with shatterproof lenses and something called a “100% after-lifetime guarantee.” If they break or fail to protect your eyes from the alleged light that awaits us all, Pit Viper will replace them with no questions asked.
Not Their First Deadly Product
This isn’t Liquid Death’s first ridiculous product for the afterlife. In February, they released a $495 Bluetooth-enabled urn that plays an “eternal playlist” to your ashes forever. Both products follow the brand’s philosophy of making comedy you can actually buy and hold.
“It’s not funny to say, ‘Hey, what if we made something.’ It’s funny to make the thing,” says Liquid Death’s creative VP Andy Pearson. “It only becomes truly funny when it actually exists in the world.”
This absurd marketing strategy is working. Liquid Death has 14.5 million followers across social media and is now valued at $1.4 billion. The brand has expanded beyond water into iced tea and energy drinks, proving that sometimes the best way to sell beverages is to pretend you’re selling to dead people.
