THE OBJECTIVE
G7 worked closely with Liquid Death to put another nail in the coffin and bring their sponsorship of Metallica’s two-year global tour to life.

We created a killer activation that engages Metallica fans and drives trial of Liquid Death at European and US tour dates. To ensure Liquid Death is a part of the action at every show, G7 created a custom cooler coffin for sampling, an interactive photo op with the Thirst Murderer himself and executes exit sampling so concertgoers can Murder Their Thirst all the way home.

Fresh off the heels of their latest record 72 Seasons, the M72 World Tour kicked off in Amsterdam in April 2023 and continued for 48 shows through August 2024.

Thus far, over 160K cans have been placed in the hands of concert-goers. Keep an eye out as the US leg continues through November and then back up in Munich in May 2024.