Liquid Death and goodwipes are taking their unlikely bathroom collaboration into round two with a new video that treats flushable wipes like a luxury beauty product.
The latest spot for the brands’ limited-edition sCREAM Soda wipes parodies the ultra-polished language of prestige skincare advertising, complete with slow-motion beauty shots, macro photography, water droplets, ingredient close-ups, and a perfectly serious voiceover detailing the product’s skin-friendly benefits.
Of course, there’s one important difference. The “skin” being pampered belongs to your butt.
The campaign, created by partnership agency SonderCo, negotiated the collaboration. leans into that reveal by juxtaposing glossy beauty imagery with blurred shots of people sitting on toilets before landing on its promise to leave cheeks feeling “absolutely spoilt rotten.” The final CTA keeps the tone exactly where you’d expect from these two brands: “Pamper your cheeks.”
The new video follows the first phase of the collaboration, which launched in August with goodwipes’ signature flushable wipes reformulated with Liquid Death Mountain Water and sCREAM Soda scent, plus aloe and vitamin E. Watch below:
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“It’s not every day a flushable wipe company and a better-for-you beverage company can sell out of collaboration merch,” said Greg Fass, VP of Marketing at Liquid Death. “But with a flavor as delicious as our sCREAM Soda, it’s no wonder that our community was eager for more ways to experience it.”
Meredith Diehn, SVP of Marketing at goodwipes, added the partnership works because both brands have built followings by bringing personality and premium experiences to categories that have traditionally felt more functional.
“That shared ambition made this partnership a natural fit from the start,” she said, adding that the latest phase is another way to challenge the idea that a bathroom routine should be “dry, boring, or purely functional.”
The original launch was supported by “The Buttler Sweepstakes” and an in-house Liquid Death brand video. Since then, the companies say the campaign has generated more than 500 pieces of user-generated content, topped 9 million social impressions and sold out its limited-edition merch box on Walmart.com in under 30 days.
The wipes remain available exclusively at more than 4,000 Walmart stores nationwide through January 2027. It is a beauty ad. It is a toilet wipe ad. And somehow, with these two brands, that makes perfect sense.
Colin Costello is the West Coast Editor of Reel 360 News. Contact him at colin@reel360.com or follow him on LinkedIn.
