Kill Clowns In Your Dreams - Liquid Death, MaryRuth | Clapboard Ad Archive
Liquid Death and MaryRuth’s collaboration in the 2025 campaign Kill Clowns In Your Dreams, crafted by LD Creative Team, stakes a bold claim in the non-alcoholic drinks market by merging Liquid Death Mountain Water with MaryRuth’s Liquid Nighttime Coconut Dream supplement to create Coconut Scream, a product designed to promote calm, support sleep, and deliver key nutrients such as magnesium, calcium, and vitamin D3. The campaign leverages a provocative and memorable concept that taps into the cultural zeitgeist around stress relief by humorously endorsing the notion that nine out of ten fake doctors recommend killing clowns in dreams as a legal, harmless method of easing anxiety, cleverly aligning this surreal metaphor with the product’s benefits. By demonstrating how the supplement works in a direct and accessible manner, the film exemplifies what Clapboard’s taxonomy categorizes as FORMAT#1—Demonstration, showcasing the product’s efficacy in facilitating restful sleep and stress reduction through the fusion of ingredients that appeal to a wellness-conscious audience. Distributed through key retail channels including Walmart, Amazon, and MaryRuthOrganics.com, the campaign situates itself at the intersection of health supplements and lifestyle hydration, emphasizing a unique product innovation that challenges conventional sleep aids with a playful yet functional narrative. The campaign’s visual and narrative approach cuts through clutter by personifying stress as clowns haunting one’s dreams and positioning Coconut Scream as the antidote, which not only reinforces the calming properties of the supplement but also establishes a distinctive brand voice that resonates with younger, alternative consumers familiar with Liquid Death’s irreverent marketing style. Clapboard rates this campaign 72/100. This campaign matters to the industry because it demonstrates how beverage brands can innovate in the wellness space by blending product categories with culturally resonant storytelling that redefines consumer expectations around functional drinks.
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