What is Summerween?
The idea of Summerween first originated from an episode on Disney Channel’s Gravity Falls (2012), where residents of a mysterious town celebrate Halloween twice a year. This cult-classic summer festivity has begun to take over social media, as users throw their Summerween celebrations complete with coffin-shaped ice cream sandwiches, watermelon jack-o’-lanterns, and spooky arts and crafts.
Although Summerween hasn’t officially appeared on calendars, its popularity is rising, with brands like Walmart and Michaels already tapping into this uncharted holiday.
Through the depiction of monstrous characters, we’ll bring to life the real trials of summer. From melting creatures to horrendous family vacations, we will show that the season isn’t always as glamorous as it’s made out to be.
But with a brand like Liquid Death, surviving summer doesn’t have to be scary.
This summer, Liquid Death is partnering with Alamo Drafthouse to turn up the chills with its first-ever Summerween movie marathon
As the heat gets more unbearable each year, people are desperate for somewhere to cool down, and what better refuge than a dark theater full of terrifying fun? With box office revenue up by over $1 billion this summer, it’s clear that movies are where people go to escape the heat.
Instead of roasting in the burning sun or blowing a fortune on an overpriced trip, sit back, relax, and enjoy a month of cult classic horror films, icy cold drinks, and spine-tingling scares.
Liquid Death will be creating mini horror shorts, featuring monsters trying to survive the monstrous summer. These ads will be initially created for YouTube and streaming services but will be converted for big-screen viewing.
Movie Posters
A wicked witch enjoys a day at the beach, keeping her distance from the deadly water, until the brutal heat becomes too much. Desperate to cool down, she pours ice-cold Liquid Death over herself. It works… but at a cost. Her witch skin begins to melt on contact.
A zombie festers behind the wheel, trapped in a never-ending summer vacation. Cries of “Are we there yet?” drive him insane. As his rage boils over, he grabs a can of Liquid Death. One sip, and the screams begin to fade. Another, and his groans turn to chilled-out sighs. The kids are still rabid, but at least he’s hydrated.
Frankenstein’s monster sits in the dark, glued to his computer as summer slips by. He scrolls through vacation posts, political chaos, and influencer nonsense, overwhelmed, disappointed, and stuck.
His plans? Forgotten. His feed? A nightmare. But at least he’s staying hydrated with Liquid Death, chugging can after can as the scroll goes on.
For Summerween, limited-edition popcorn buckets shaped like “watermelon jack-o'-lanterns” will be sold at participating Alamo Drafthouse locations, paired with Liquid Death’s Summer survival collection (Convicted Mellon, Mango Chainsaw, and Grave Fruit).
Inspired by the rise of collectible movie buckets, this activation turns snacks into a shareable, must-have souvenir that extends the campaign beyond the theater. Providing Halloween lovers with a perfect Trick or Treating bucket in the coming months.
PROMOTIONAL MERCHANDISE
To tap into the growing Summerween conversation on TikTok, we’ll adapt our ads into a vertical format to feel native to the platform and disrupt the feed. This will allow us to shake up the algorithm and reach niche horror audiences.
Partnerships with horror creators such as @bluegh0st will authentically connect with the horror community, driving awareness and anticipation for our Summerween movie marathon and Liquid Death summer flavors while ensuring our content is shared and spread organically.
