← All creative work · Liquid Death
One-tenth the sugar. One-tenth Tony Hawk.
The actual move
A Liquid Death campaign presents Tony Hawk as a detached head alongside its one-tenth-the-sugar comparison.
Why it makes the cut
The product fraction determines the amount of celebrity shown.
What separates it from ordinary marketing
Most endorsements use the whole celebrity and add a product claim. Here the claim supplies the visual rule, so removing it would make the execution stop making sense.
Source & limits
The sugar comparison is the advertiser’s claim; this review assesses the visual device.
Checked 2026-10-14. Publication date not established. Creative interpretation is editorial; attention and sales are not inferred.