Barker, who was given several concepts to choose from, picked the enema as his favorite, Pearson said. The rocker and the brash canned water brand, which has a valuation of $700 million and predicts revenue of at least $250 million this year, had an informal relationship until now.
The timing couldn’t be better, from Liquid Death’s perspective, given Blink-182’s just-concluded sets at Coachella and an impending world tour. Barker, meantime, has continued to amp his profile with a Hulu special called “Til Death Do Us Part: Kourtney and Travis” and various brand alliances (Daring faux chicken, to name just one) and entrepreneurial ventures.
While readily admitting the enema idea was “dumb,” there’s a method to the madness, said Pearson. “You can really touch it and feel it and buy it, which takes it away from just being a silly joke and being more like a bizarre art piece you want to be a part of.”
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