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Marketing SlidesNews coverage · Liquid Death

Liquid Death's stunt with Garage Beer was the biggest of the four brands' stories; collabs carry the rest

Over the last 90 days Google News held at least 25 Liquid Death stories, at least 32 for Celsius, 25 for Poppi and 15 for Olipop, stock-ticker feeds set aside. The data center stunt with Garage Beer and Jason Kelce reached at least 31 outlets, the most of any story. Liquid Death and Celsius each drew a class action, at 5 and 5 outlets. Only 14 of the 34 outlets with two or more articles on the rivals also wrote about Liquid Death; Just Drinks was among the rest.

Liquid Death and 3 rivalsPoppi, Olipop, Celsius
Aug 4 to Nov 1, 2026the last 90 days of Google News
97 stories, 316 articlestold by 155 outlets, grouped into stories by a model
November 2, 2026headlines, snippets and links
Marketing Slides02
The short version

Liquid Death's news is its stunt and collabs; Celsius's is its business and launches

31
outlets, at least, told the data center stunt, shared with Garage Beer and Jason Kelce
the rivals' biggest: Olipop 10, Celsius 8, Poppi 4; many headlines name Garage Beer or Kelce and not Liquid Death
82
outlets ran articles about Liquid Death, at least, to Celsius's 61, Poppi's 32 and Olipop's 33
stock-ticker feeds set aside: Celsius is a listed company
13
of at least 25 Liquid Death stories were collabs with another brand
kinds of story sorted by a model from the headlines
18
of the 34 outlets with two or more articles about a rival had nothing about Liquid Death, while 14 wrote about both and 2 have a sister title that did
among the 356 results a Liquid Death search returned
01Celsius is covered for its business and its launches

7 of at least 32 Celsius stories are business news by a model's read: results, a founder buying in, its plans abroad. 7 are launches. Some are from the UK, Sweden and Australia. Liquid Death has 4 business stories.

02Liquid Death's news comes from what it makes with others

Next to the stunt, the Goodwipes wipes reached 14 outlets, the Feastables water 12 and the Pop-Tarts pastry 11. The class action over “0g sugar” on its energy drink reached 5, BevNET and Food Dive among them.

03The drinks business press follows the rivals' business

Just Drinks ran 4 articles on Olipop's new chief, Celsius's shake-up, its chief's retail outlook and PepsiCo's Poppi pay-out, and none on Liquid Death among the 356 results a search returned for it. Liquid Death's chief spoke to Bloomberg and Yahoo Finance instead.

Stories and articles we found in Google News, Aug 4 to Nov 1, 2026. A story is one piece of news, however many outlets told it; which articles are about a brand, and which tell the same story, is a model's read of the headlines.Liquid Death · News coverage
Marketing Slides03
Who got covered

Celsius had the most stories; Liquid Death's reached the most outlets

Each brand's stories in Google News over the last 90 days, and how widely they were told. Most of what a Liquid Death search returned was about other things (liquid nitrogen, poisonings), so its counts are a floor.

BrandStoriesShare of the 50 stories told by 2+ outletsArticles about itOutletsStories told by 2+ outletsNamed in passing
Liquid Death at least25
28%		127821421
Poppi25
20%		43321044
Olipop15
16%		4933821
Celsius at least32
36%		97611836
Articles about it: headlines a model read as about the brand (its launch, its deal, its people, a review of its product); named in passing: one item in a roundup, a line in a wider story. Outlets: the outlet names Google News gives, counted once each. Stock-ticker feeds are set aside (articles: Liquid Death 1, Poppi 7, Olipop 1, Celsius 61): they post share prices and fund filings, not news. Some searches for Liquid Death and Celsius returned 30 articles, the most one search reads, even over a day or two, so their counts are at least these.Liquid Death · News coverage
Marketing Slides04
Week by week

Celsius had new stories every week; Liquid Death in 12 of the 13

New stories each week, counted in the week the first article came out.

New stories each week
012345Aug 4Aug 18Sep 1Sep 15Sep 29Oct 13Oct 27
Liquid DeathPoppiOlipopCelsius
Week ofLiquid DeathPoppiOlipopCelsius
Aug 41504
Aug 112131
Aug 182314
Aug 252104
Sep 11102
Sep 80112
Sep 153003
Sep 223033
Sep 293012
Oct 61532
Oct 133522
Oct 201101
Oct 273212
Liquid Death's October was mostly collabsPuffin, Swig, Pop-Tarts, Rumpl and State Bikes all landed that month.
A story counts in the week its first article came out. Weeks start on the dates under the chart; the last week ends Nov 1.Liquid Death · News coverage
Marketing Slides05
Liquid Death's biggest stories

The stunt reached at least 31 outlets; the next collabs 10 to 14

Liquid Death's biggest stories by the number of outlets that told them, with its class action last.

31 outlets · 31 articles · Aug 19 · campaign or stunt

Garage Beer and Liquid Death's data center stunt with Jason Kelce

“Liquid Death And Garage Beer Want You To Mail Pee To Data Centers”, Sporked

Also: American Craft Beer, Bloomberg, Breitbart News, CNET, CafeMom.com and 25 more

14 outlets · 17 articles · Aug 11 · partnership or collab

Liquid Death and Goodwipes partner on flushable wipes

“Soda-Inspired Flushable Wipes: goodwipes and Liquid Death Launched sCREAM Soda Scented…”, Trend Hunter

Also: Adland.tv, B&T, Beauty Independent, BuzzFeed, Creative Review and 8 more

12 outlets · 14 articles · Aug 4 · partnership or collab

Liquid Death and Feastables launch peanut butter cup water

“Liquid Death Partners With MrBeast For Peanut Butter Cup Flavor”, Bleeding Cool News

Also: AOL.com, Ad Age, DesignRush, Dexerto, Elite Daily and 6 more

11 outlets · 11 articles · Oct 28 · partnership or collab

Pop-Tarts and Liquid Death launch orange toaster pastry

“Soda-Inspired Toaster Pastries: Pop-Tarts and Liquid Death Debut Frosted Orange Treats”, Trend Hunter

Also: Baking Business, Commercial Baking, DailyVoice.com, Delish, DesignRush and 5 more

10 outlets · 14 articles · Sep 2 · partnership or collab

Liquid Death and BARK launch pet collection and coffin

“Liquid Death Teams With BARK For "The Most Forever Home" Coffin”, Bleeding Cool News

Also: DesignRush, Dexerto, Indiatimes, LBB - Little Black Book, MediaPost and 4 more

5 outlets · 5 articles · Aug 26 · legal or safety

Class action over allulose in zero sugar drinks

“Liquid Death, David Protein Facing Lawsuits Claiming Allulose Contradicts ‘Zero Sugar’ Claims”, BevNET.com

Also: Food Dive, Nosh.com, PPC Land, Top Class Actions

Liquid Death's stories with the most outlets, then the most articles, and its biggest lawsuit or safety story. The headline is one naming the brand, from the outlet that wrote most about the brand; the HTML version lists every article of every story.Liquid Death · News coverage
Marketing Slides06
The rivals' biggest stories

The rivals' biggest: Olipop's new CEO, Celsius's shake-up and its own class action

Each rival's biggest stories by outlets, and any lawsuit. Olipop's new chief reached 10 outlets; Poppi's biggest, 4.

Poppi · 25 stories
4 outlets · 4 articles · Aug 5

Poppi launches limited-edition Sour Apple soda

“Sour Candy Prebiotic Sodas: poppi Sour Apple is Arriving for Back-to-School Season”, Trend Hunter

4 outlets · 4 articles · Aug 13

Poppi debuts interactive Sour Apple peel billboard in NYC

“Interactive Sticker Billboards: poppi's Peel + Win Billboard Celebrates a Limited-Time…”, Trend Hunter

3 outlets · 3 articles · Aug 18

Poppi uses social media videos for recruitment marketing

“Poppi's Founder Got Thousands of Job Applicants From 1 Short Video. The Hack Is Helping Her Hire—and Save Money”, Inc.com

Olipop · 15 stories
10 outlets · 12 articles · Aug 11

Christian Patiño Webb appointed new CEO

“Olipop taps Electrolit head as next CEO”, Food Dive

8 outlets · 9 articles · around Sep 11

Limited-edition Caramel Apple soda flavor launches

“OLIPOP is giving away better-for-you sodas in a new, nostalgic flavor — How to sign up”, New York Post

6 outlets · 7 articles · Oct 12

Boka and Olipop Pomegranate Sparkle toothpaste launch

“USA TODAY brushes with Olipop’s pomegranate sparkle toothpaste. See our thoughts.”, USA Today

Celsius · 32 stories
8 outlets · 9 articles · Aug 10

Celsius announces senior executive leadership shakeup

“Celsius announces senior execs shake-up”, Just Drinks

6 outlets · 7 articles · Oct 12

Celsius launches Spritz Vibe Sparkling Shirley Temple flavor

“Celsius Spritz Vibe returns with a Shirley Temple flavor”, Stack3d

5 outlets · 5 articles · Oct 28

Celsius sued over burns fat and metabolism claims

“Celsius Sued Over Claims Its Energy Drinks Burn Body Fat”, Law Commentary

Each rival's stories with the most outlets, then the most articles, and each rival's biggest lawsuit or safety story. A model grouped the articles into stories from their headlines.Liquid Death · News coverage
Marketing Slides07
What the stories are about

Liquid Death is covered for collabs; Celsius for its business and launches

What each brand's stories were about, by a model's read of the headlines. Collabs are 13 of Liquid Death's stories; business news is 7 of Celsius's. Both totals are at least these.

Stories by kind, and each kind's share of the brand's stories sorted by a model
Kind of storyLiquid Death (25)Poppi (25)Olipop (15)Celsius (32)
Partnership or collab13 (52%)2 (8%)5 (33%)3 (9%)
Product or launch2 (8%)7 (28%)4 (27%)7 (22%)
Campaign or stunt2 (8%)6 (24%)4 (27%)5 (16%)
Business or money4 (16%)4 (16%)1 (7%)7 (22%)
Event or sponsorship–5 (20%)–5 (16%)
People1 (4%)1 (4%)1 (7%)2 (6%)
Review or ranking2 (8%)–––
Legal or safety1 (4%)––1 (3%)
Other–––2 (6%)
Each story's kind is a model's read of its headlines. Cells: stories of that kind (share of that brand's stories); "–" = none of that kind among the brand's stories.Liquid Death · News coverage
Marketing Slides08
The outlets

Trend Hunter, Sporked, BevNET, Bloomberg and Parade cover all four brands

The outlets with the most articles about these brands or the category, and those with two or more on the rivals and nothing on Liquid Death (of 34 such outlets, 14 wrote about Liquid Death too). Sustain Health Magazine and Verge Magazine are UK titles that ran Celsius's UK sponsorships.

OutletLiquid DeathPoppiOlipopCelsiusThe category
Food & Beverage Magazine000016
Trend Hunter44134
Sporked64220
Food Dive20216
Yahoo Finance20332
BevNET.com21214
Stack3d20060
Bloomberg11230
Bleeding Cool News70000
Parade Magazine21210
Yahoo40110
Just Drinks01122
2+ articles on the rivals, none on Liquid Death

Just Drinks (Poppi 1, Olipop 1, Celsius 2); Sustain Health Magazine (Celsius 6); Allrecipes (Poppi 1, Olipop 2); New York Post (Olipop 3, Celsius 1); USA Today (Olipop 4); Verge Magazine (Celsius 4); FoodNavigator.com (Celsius 2); Beverage-Digest (Poppi 1, Celsius 1); and 10 more in the HTML version. Not listed though they had no article about Liquid Death: Marketing Brew, whose sister title Morning Brew wrote about Liquid Death; Yahoo Sports, whose sister titles Yahoo Finance and Yahoo wrote about Liquid Death.

Counts are articles about each rival. Press wires and stock-ticker feeds are not counted as outlets anywhere.

The 12 outlets with the most articles about any of the four brands or on the category's topic (searches for “better-for-you beverages” and “canned water”). Brand columns: articles about the brand. "0" for Liquid Death: none of the 356 results the search returned for Liquid Death was about it from that outlet.Liquid Death · News coverage
Marketing Slides09
What to pitch next

Three pitches: the collab run for Just Drinks, your name in the stunt headline, and the energy line

Each is built from what got covered in these 90 days.

Pitch 1

Give Just Drinks the business of the collabs

Just Drinks follows the rivals' business, as the short version shows. Offer it an interview with Liquid Death's chief on why the brand makes products with Pop-Tarts, Feastables and Swig.

From Olipop: Christian Patiño Webb appointed new CEO (10 outlets); Celsius: Celsius announces senior executive leadership shakeup (8 outlets); Poppi: PepsiCo slashes Poppi earnout estimate amid sales slowdown (3 outlets); Liquid Death: Pop-Tarts and Liquid Death launch orange toaster pastry (11 outlets); Outlets: Just Drinks

Pitch 2

Put Liquid Death in the next stunt's headline

The stunt reached 31 outlets, but many headlines named Jason Kelce and left Liquid Death out, The Washington Post, Newsweek and CNET among them. Give those desks the next one early, with Liquid Death in the first line of the release.

From Liquid Death: Garage Beer and Liquid Death's data center stunt with Jason Kelce (31 outlets); Outlets: The Washington Post, Newsweek, CNET

Pitch 3

Pitch the next energy flavor with legal's line ready

Stack3d ran 6 Celsius articles to 2 on Liquid Death, “Blood Zero” and Subliminal Lime among them. The class action is about the same Sparkling Energy cans, so agree a line on the “0g sugar” question with legal before the next flavor goes to Stack3d.

From Celsius: Celsius launches Spritz Vibe Sparkling Shirley Temple flavor (6 outlets); Liquid Death: Liquid Death launches Halloween Blood Zero energy drink (4 outlets); Liquid Death: Liquid Death adds Subliminal Lime energy flavor (1 outlet); Liquid Death: Class action over allulose in zero sugar drinks (5 outlets); Outlets: Stack3d, BevNET.com

Each idea is built from the stories and outlets named under it. They show what got covered in the window, not a promise of coverage.Liquid Death · News coverage
Marketing Slides10
How we measured

What we searched, how we counted, and what Google News can't show

The searches. Google News, US edition, in English, Aug 4 to Nov 1, 2026: Liquid Death as Liquid Death; Poppi as Poppi; Olipop as Olipop; Celsius as Celsius energy drink; the category as better-for-you beverages, canned water. The US edition also lists news from other countries; it counts for every brand alike. The rivals were named for this sample: challenger drink brands known for their marketing, picked to compare how they get covered, not who shares a shelf. Only Celsius meets Liquid Death in energy drinks, and it is searched as “Celsius energy drink” so the temperature scale stays out.

How we read it. One Google News search per brand and category phrase per week, a busy week asked again in halves (106 searches, up to 30 articles each), read through DataForSEO: the outlet, headline, snippet and age of every result. An article found twice is counted once. Google prints a date for older articles and an age ("3 weeks ago") for recent ones, so a recent article's day can be days off. A card marked around rests on ages like "1 month ago" and can be weeks off. Some searches for Liquid Death and Celsius returned 30 articles, the most one search reads, even over a day or two, so their counts are at least these.

Stories and kinds. A model (Gemini) read every headline and snippet we found for each brand: about the brand, named in passing, or not about it (another company with the same name, a shop listing); then grouped the articles about it into stories, one piece of news each, and gave each story a kind. 331 articles a search returned were not about the brand searched and are left out. 109 results were social posts, shop pages or a brand's own site and are not counted. 70 stock-ticker articles are set aside (Liquid Death 1, Poppi 7, Olipop 1, Celsius 61).

The outlets. Outlets are counted once each, by the name Google News gives. The outlets slide ranks outlets by articles about any of the four brands plus articles a model read as about the category, from the category searches.

What Google News can't show. It lists the coverage it finds, not all coverage: paywalled trade titles, podcasts, TV and newsletters are mostly missing, and a search reads up to 30 articles. These are stories we found, not every story there was. We keep headlines, snippets and links, never article text.

Marketing Slides · marketingslides.com · Free marketing reports from public data.November 2, 2026
Every story we found

Every story, brand by brand, with every article

Stories in order of outlets, then articles. Each article: its date, outlet and headline, linked to the article (some links open through Google News).

Liquid Death: 25 stories

Poppi: 25 stories

Olipop: 15 stories

Celsius: 32 stories

Every outlet we counted

OutletLiquid DeathPoppiOlipopCelsiusThe categoryIn all
Food & Beverage Magazine00001616
Trend Hunter4413416
Sporked6422017
Food Dive2021612
Yahoo Finance2033223
BevNET.com2121414
Stack3d2006010
Bloomberg112308
Bleeding Cool News700007
Parade Magazine212107
Yahoo401107
Just Drinks011226
Sustain Health Magazine000606
Inc.com121109
Food Business News101126
DesignRush400105
FoodBev Media102205
LBB - Little Black Book400105
Allrecipes012017
ContentGrip310005
Muse by Clio400005
Prepared Foods000045
The Business Journals000135
Beverage Industry101114
Marketing Brew040004
New York Post003104
USA Today004004
Verge Magazine000404
Yahoo Health000044
Yahoo Sports000307
AOL.com102003
B&T200103
Dexerto300003
Food Ingredients First000033
FoodNavigator.com000213
Roastbrief US210003
The Drum300003
Beverage-Digest010104
Ad Age110003
Beauty Independent100013
Forbes000023
Marketing Dive110003
Asian Trader000202
Athletech News000202
BeverageDaily.com001102
Creative Review110002
Food Processing001102
Garage Gym Reviews000022
Glossy011002
Law Commentary000202
License Global200002
MarketScale000112
Nosh.com200002
PRWeek020002
Progressive Grocer000022
Quartz000202
Reel 360 News200002
Retail Gazette010102
Sports Business Journal000202
The Mirror US100102
The Washington Post100102
UNILAD Tech200002
WIRED000022
goSkagit100102
stupidDOPE100102
Business Insider010004
EatingWell000013
The Times of India100003
Adland.tv100002
CNBC000102
Entrepreneur100002
Inquirer.com100002
MediaPost100002
People.com010002
WSMV001002
ad-hoc-news.de000012
9News001001
ABC News - Breaking News, Latest News and Videos000011
AL Circle000011
ANI News000011
AdExchanger100001
AllHipHop000101
American Craft Beer100001
Asia Food Beverages000011
Baking Business100001
Beauty Packaging100001
Bikerumor100001
Billboard000101
Boston Uncovered001001
Breitbart News100001
Briefs Finance010001
BuzzFeed100001
CCentral000011
CNET100001
CafeMom.com100001
Campaign Brief000011
Campaign US100001
Chatelaine000011
Checkout000101
Chief Marketer000101
City AM000011
ClassAction.org000101
Cleveland Magazine000011
Cleveland.com100001
Commercial Baking100001
Consumer Goods Technology001001
Convenience Store000101
Cosmopolitan Middle East000011
Courthouse News000101
Daily Meal000011
DailyVoice.com100001
Data Center Dynamics100001
Delish100001
Doctors of Running000011
Drug Store News001001
Ducks Wire000101
ESPN Press Room000101
Elite Daily100001
Environmental Working Group000011
Famous Campaigns100001
Fast Company010001
Fortune Business Insights000011
Good Housekeeping000011
Green Queen Media000011
Grocery Trader000101
Happi | Household And Personal Products Industry001001
Healthline000011
Her Campus010001
IGN100001
Icon Vs. Icon100001
Indiatimes100001
Jezebel100001
KQED100001
KVUE100001
KamCity010001
Kotaku100001
Leafly000011
Learfield000101
Lexington Herald Leader010001
Livemint000011
Los Angeles Times010001
MLex000101
Marijuana Moment000011
Mass Market Retailers100001
Media4Growth010001
Men's Health000011
Mi-3.com.au.000101
Modern Retail000101
Moody on the Market001001
More About Advertising100001
Morning Brew100001
NBC News000011
NBC4 WCMH-TV010001
New Hope Network000011
Newsweek100001
Nutraceutical Business Review000101
PEI Private Equity000011
PPC Land100001
ParadePets100001
Passionate In Marketing000011
PepsiCo000011
Personal Care Insights001001
PhillyVoice100001
Propel000011
Pulse 2.0000101
SWAGGER Magazine000101
Shop Eat Surf Outdoor100001
Shots100001
South Florida Reporter000011
Southern Living000011
Storyboard18000011
Stylist010001
Supermarket News000101
Tampa Bay 28001001
Taste of Home000011
TechCrunch100001
The Daily News | Texas' Oldest Newspaper001001
The Globe and Mail000011
The Pitt News010001
The Sun000101
The Up and Up | Rachel Janfaza100001
TheStreet000011
TodoMountainBike000011
Tom's Hardware100001
Top Class Actions100001
Totally The Bomb001001
Townhall100001
Traders Union010001
TrueAchievements100001
U.S. Chamber of Commerce000011
VICE100001
Verywell Health000011
WCNC001001
WeRSM100001
Where Is The Buzz000101
Wholesale Manager000101
Woman's World000011
XBOX Wire100001
Yahoo Finance Singapore000011
fox13now.com001001
newswest9.com000011
openclassactions.com000101
piratesandprincesses.net010001
scanx.trade000101
ADWEEK000003
AOL.co.uk000001
Access IPOs000001
Austin Monthly Magazine000001
BBC000001
BNN Bloomberg000001
Brand Innovators000001
Brewbound000001
CSP Daily News000001
Creative Moment000001
DELCO.Today000001
Daily Mail000001
Dr. Axe000001
ELYSIAN Magazine000001
Fitness Volt000001
Food & Wine000001
Fortune000001
Gentleman's Journal000001
Mashable000001
Net Influencer000001
NewBeauty000001
Northwise000001
Observer000001
Quiver Quantitative000001
Robb Report000001
STAT000001
Serious Eats000001
Snack Food & Wholesale Bakery000001
Sports Illustrated000001
Sportscape Magazine000001
The Daily Beast000001
The Guardian000001
The State Press000001
Tuko News000001
VegNews.com000001
WSJ000001
WorldHealth.net000001
Yale Daily News000001
citybiz000001
finance.biggo.com000001
firstforwomen.com000001
foodrepublic.com000001
エナジードリンクマニア000001
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