liquid death & metallica

the objective

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


Create 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 execute exit sampling so concertgoers can Murder Their Thirst all the way home.

the outcome

Fresh off the heels of their latest record 72 Seasons, the M72 World Tour kicked off in Amsterdam in April 2023 and will continue for 48 shows through September 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 launches back up in Munich in May 2024.

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