Liquid Death Taps Ozzy Osbourne for ‘Don’t Snort Death Dust’ Campaign

Liquid Death Ozzy Osbourne campaign
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Liquid Death Ozzy Osbourne campaign
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Photo Credit: Liquid Death

Ozzy Osbourne warns teenagers not to snort Liquid Death’s new Death Dust electrolyte powder in the brand’s latest ad campaign.

Liquid Death’s new Death Dust, an electrolyte powder you add to water, has apparently been the subject of an unfortunate trend on social media of young people snorting it. To combat this, Liquid Death tapped Ozzy Osbourne, who is no stranger to snorting things, for a PSA to discourage consuming Death Dust like a drug.

The ad sees Ozzy leaning out of the window of his car to advise two young men equipped with Death Dust hydration powder that they had better not snort the stuff. And for that matter, don’t try freebasing it. Or injecting it. And don’t even think about boofing it. “Boof?” the boys ask. “You know,” Ozzy answers. “When you stick it up your—”

“Hey kids, Ozzy knows a thing or two about bad decisions,” writes the brand on their website. “Take it from him when he says our new, more intense flavored Death Dust hydration powder is much safer when you mix it with water and drink it.”

“I love how Liquid Death makes a healthy thing like hydration more fun,” said Osbourne in a statement. “Sharon, the family, and I drink Liquid Death all the time — it’s delicious. But seriously, don’t snort or inject anything they make. It’s much better for drinking.”

The new ad isn’t the first creative endeavor to come out of Liquid Death’s marketing department. The brand recently won its first Cannes Lion award, a Bronze Lion in the Social & Influencer category for its “Corpse Paint” spot with e.l.f. Cosmetics.

On Tuesday (June 25), Sharon Osbourne, Ozzy’s wife and manager, shared a video in which she explained that his planned appearance at the Mad Monster Party would have to be cancelled. Mad Monster Party kicks off July 12 through July 14 at the Renaissance Phoenix Glendale Hotel & Spa in Westgate in Glendale, Arizona.

“Regretfully, the Osbourne family have to cancel our upcoming appearance at the Mad Monster Party in Phoenix because Ozzy is unable to travel at this time,” said Sharon. “However, Jack [Ozzy and Sharon’s son] will be there flying the flag for the Osbournes.”

“Everybody who bought the Osbourne package will, of course, get full refunds,” she continues. “We would like to thank you all for your constant support. It means so much to him, you have no idea. And all I can do is apologize that we won’t be there, and I’m apologizing for people we’ve let down from my heart. So God bless you all. Thank you so much.”

Ozzy was diagnosed in 2003 with a rare genetic form of Parkinson’s disease, which affects the nerve cells that send signals to the brain to control movements of the body. In November, he spoke to Rolling Stone about the possibility of returning to the stage: “I’m taking it one day at a time, and if I can perform again, I will.”