A campaign for Liquid Death Mountain Water called Liquid Death Live Music Sustainability Platform has won the top prize, the Super REGGIE, at the 40th annual ANA REGGIE Awards competition. The award was presented April 27 in a ceremony at the 2023 ANA Brand Masters Conference.
The Liquid Death Live Music Sustainability Platform was a brand activation based on Liquid Death’s mission to eliminate single-use plastics. Since Liquid Death Mountain Water comes in aluminum cans, the brand attempted to expand reach and awareness among young drinkers unfamiliar with drinking water from a can.
To achieve their goal, the brand and Live Nation Media & Sponsorships created a parody of an old-school, exclusive country club where the criteria for entry to this old-school upper-crust hideaway was that visitors had to “sell their souls.”
According to Liquid Death’s entry form: “Inside the country club, we turned a casket into a cooler stocked with Liquid Death on ice. Water gurgled peacefully over a custom-made skull fountain under a skylight projection of souls being sucked into a portal, as a five-piece string quartet performed live covers of metal bangers, and parents could watch in horror as their children took turns in tattoo chairs getting the Liquid Death skull (temporarily) inked onto their chests.”
According to the Association of National Advertisers, the REGGIEs recognize the best brand, media and brand activation marketing campaigns of 2022. Winners are chosen by a jury of industry leaders. The name REGGIE was originally chosen because it symbolizes results by “making the cash register ring” with consumers. The Super REGGIE award recognizes the highest level of achievement and is awarded to the “best in class” from the Gold category winners.
Additional winners included Unilever, which won 12 REGGIEs, including three for the Dove brand and two for Unilever Singapore for Magnum; Michelob Ultra with six wins, including three Golds for their work with FCB, “McEnroe vs. McEnroe”; and Ally with four wins, three for its work with MKTG Sports & Entertainment, “Ally x Women’s Sports: Watch the Game, Change the Game.”
The inaugural winners of the ANA SeeHer REGGIE GEM Award, which honors the top creative work that exemplifies accurate and authentic portrayal of women and/or girls in brand activation campaigns were also announced. Gold was awarded to Clif Bar & Company with Edible, Inc. and Empire Green for Clif Corps Athlete Coalition. Silver went to Merrell and Lafayette American for More Less, while bronze was awarded to Unilever and Arc Worldwide for Walgreens Untold Beauty.
More than 300 judges — industry experts at director/VP level or higher from marketers and ad agencies—participated. A full list of REGGIE award winners can be found here.