LSN : News : 26 : 03 : 25

Liquid Death launches Kegs For Pregs with Kylie Kelce

Kylie Kelce and Liquid Death, US

US – Liquid Death has teamed up with podcast host Kylie Kelce for a bold new campaign, Kegs For Pregs, featuring ultra-limited-edition kegs of its still mountain water. The campaign, which humorously plays on the idea of pregnant women drinking, is set to raise eyebrows while promoting hydration. Kelce, expecting her fourth child with NFL player Jason Kelce, stars in this new ad where she appears to be drinking heavily but is, in fact, just well hydrated with mountain water.

‘I’ve had so many of these tonight,’ says Kelce in the ad while jokingly slurring her words. ‘I wish they would make a huge keg.’ The product is available for pre-order now, with shipments starting in mid-April.

Liquid Death’s campaign, with its playful jingle ‘Kegs for pregs, you’re drinking for two’, follows the success of the brand’s Super Bowl ad, Safe for Work, which featured workers chugging water while on the job. Andy Pearson, vice-president of creative, said the brand is sticking to its tagline, ‘Don’t be scared, it’s just water’.

This campaign aligns with our Gen Z Parenting report, where we analysed how Gen Z are breaking traditional norms and forging their own unique paths. Check out our Functional Feasting macrotrend report, highlighting how brands like Liquid Death are rebranding water into a premium and playful product category filled with innovation and experimentation.

Strategic opportunity

The Kegs for Pregs campaign proves that maternity doesn’t have to mean boring branding. Explore edgy or unexpected positioning for pregnancy-safe goods – from alcohol-free spirits to mocktail kegerators to skincare bundles

Jeddah declares school holiday for 2025 Formula 1 Grand Prix

Saudi Arabia – Students and education staff in Jeddah, Makkah and Taif will enjoy a two-day holiday on 20–21 April as the city hosts the STC Saudi Arabian Grand Prix.

Approved by the Ministry of Education, the move aims to support the success of the Formula 1 race, which forms part of the wider Jeddah Season celebrations.

The Jeddah Corniche Circuit – known as the world’s fastest street circuit – has completed preparations to welcome the fifth round of the 2025 Formula 1 World Championship, following earlier races in Australia, China, Japan and Bahrain.

This marks the fifth consecutive year the Saudi Arabian Grand Prix will be held in Jeddah. The school break is expected to boost local attendance, with thousands of motorsport fans set to descend on the city.

In Game-Changers: The Future of Sports Fandom, we explore the rise of sports participation and entertainment in the Middle East as a major opportunity for advertisers. Formula 1’s fandom – which has grown exponentially thanks to Netflix’s Drive to Survive – now sees Saudi Arabia as a key hub for fan travel and tourism.

Puma and Formula 1, Germany

Strategic opportunity

F1 fan-focused experiential retail has become an opportunity in Saudi Arabia and beyond. Could you develop pop-up shops, branded merchandise zones and immersive fan experiences at races and public viewing areas to capture F1 fans’ attention and wallets?

Stat: Misogyny on social media is driving Gen Z women offline

T Phone by Deutsche Telekom, Germany

UK – Misogyny on social media is taking a toll on Gen Z, with 37% of young people in the UK saying exposure to harmful content has negatively affected their mental health, according to a new Amnesty International UK survey of more than 3,000 respondents aged 16 to 25. Nearly half of women (44%) report experiencing this effect, compared to 28% of men.

High-profile figures are seen as driving the spread of online misogyny, with 54% naming Andrew Tate, 48% citing Donald Trump and 35% pointing to Elon Musk. More than 60% believe divisive language online has escalated due to political leaders.

This toxic digital landscape is forcing some Gen Z women to disengage entirely – 20% have left or avoided platforms, with X, TikTok and Instagram being the worst offenders.

As online misogyny continues to shape digital spaces, brands must consider how to create safer, more inclusive environments for younger audiences. Our Decoding Masculinity report unpacks the future-facing brands seeking to decode modern masculinity and offer positive alternatives to the ‘manosphere’.

Strategic opportunity

Consider how to build or redesign digital platforms with embedded safety features like content moderation tools, AI filters for misogynistic language and opt-in wellness settings. Brands that prioritise emotional safety can win loyalty and trust