“M.O.B. SHOPPING NETWORK”

DIKO LAUNCHES “M.O.B. SHOPPING NETWORK” FOR LIQUID DEATH & RUMPL COLLABORATION
Two mobsters turn outdoor product benefits into suspicious selling points for the Body Bag sleeping bag and Dirt Nap puffy blanket.

Independent creative agency DIKO has created “M.O.B. Shopping Network,” a campaign introducing Rumpl’s collaboration with Liquid Death through a home-shopping operation run by two men with unusual qualifications.

The 75-second hero film stars two mobsters in a wood-paneled studio pitching the Body Bag sleeping bag and Dirt Nap puffy blanket from the Liquid Death edition by Rumpl collection. Their sales presentation highlights the products’ outdoor performance features through suspiciously specific examples. The sales pitch deteriorates quickly as the thrashing, not-quite-dead occupant of the Body Bag is wrestled back into frame by two associates in plastic cleanup uniforms.

A natural fit with an unexpected twist
The collaboration brings together Liquid Death, the beverage brand known for its irreverent marketing, and Rumpl, the brand known for its technical blankets made with post-consumer recycled materials. Rumpl’s use of recycled plastic also connects with Liquid Death’s “Death to Plastic” mission. Both brands show that making quality products doesn’t mean taking yourself too seriously.

For DIKO, the creative challenge was to turn Liquid Death and Rumpl’s partnership into a product story. The product names supplied the starting point. Body Bag and Dirt Nap suggested the perfect spokespeople: two mobsters who would regard both products as everyday essentials. The gear’s actual features gave those characters a reason to keep talking.

“Who better to sell products called the Dirt Nap and Body Bag than two highly experienced experts?” said Diko Daghlian, founder and chief creative officer of DIKO, who also directed the film. “We looked at the features through our mobsters’ eyes. As luck would have it, both products were already occupied, making for a couple of convenient live demonstrations.”

Real features. Questionable applications.
The campaign uses the familiar conventions of late-night home shopping to connect product information with the mobsters’ line of work. Water repellency becomes insurance against “spills, stains… whatevah.” A sleeping bag’s warmth comes in handy when someone unexpectedly ends up in the Nevada desert in the middle of the night.

A free gold watch adds another classic infomercial incentive, even if it’s displayed on its former owner’s wrist.

“The creative is unhinged, but it makes strategic sense because the humor comes directly from the products,” said James Atkin, VP of global brand at Rumpl. “The names establish the mafia connection, and the features make it convincing. These characters just have very different reasons for needing them. That lets us show what the gear does in a way that feels right for both brands.”

“When two brands are practically obligated to be irreverent, things go off the rails fast. DIKO kept the rules simple: one-sentence ideas, instantly understood, funny without being mean. Then commit fully to the bit. It’s the only way to sell a body bag on a home shopping network,” said Justin Lucero, design director at Rumpl.

The campaign includes the hero film, two product videos, and four 10-second vignettes. It runs across Instagram, TikTok, YouTube, and Rumpl’s owned channels, including Rumpl.com, email, and SMS, supported by paid social.