Liquid Death, Kylie Kelce Birth 'Kegs for Pregs'

It's exactly what it sounds like. But with mountain water, not beer

A few weeks back, mulling a new campaign, Liquid Death VP of creative Andy Pearson asked himself, “What’s the quickest way to show we’re premium canned water and not alcohol?”

His answer: “Get a woman who is 8-months pregnant to endorse it and chug it on camera with a bunch of other pregnant women,” he says.

Kylie Kelce—former NFLer Jason’s wife—stars in the :60 below, which serves as a sequel to Liquid Death’s Super Bowl commercial. In that one, pilots, surgeons and other professionals couldn’t stop drinking on the job. But never fear, it was just LD mountain water.

The new spot takes place at a bar. Mainly expectant mothers make up the clientele. A bouncer checks sonograms before letting patrons in:

It’s a … boy? Either way, best to stay hydrated.

You can buy one of those 5-liter kegs for $20. They make great baby shower gifts. Each one’s filled with water, after all.

LD’s driving deeper into sports territory these days. The brand’s sponsoring a month of Kelce’s new podcast, where she probes the “football wife” syndrome. And the Super Bowl champion Philadelphia Eagles just tapped Liquid Death for a multi-year promo deal.