Lucky F*ck is not a brand name that lends itself to safe searches. 

That’s the impetus for the attention-grabbing, better-for-you energy drink’s recently launched rebranding campaign, now Lucky Energy, after hiring a Liquid Death vet as its new CMO. 

Hamid Saify, formerly senior vice president, digital retail for Liquid Death, led Lucky Energy’s first campaign, “Search At Your Own Risk.”

The campaign centers around a video series on the company’s Instagram channel exploring some of the worst potential outcomes resulting from searching its name, from a mom getting arrested to the destruction of a marriage.

There’s also a series of attention-grabbing OOH installments in Austin, Los Angeles, and New York, with imagery mostly alluding to renaissance paintings and fashion photography.

Leaning on the type of bold, tongue-in-cheek humor that helped propel Liquid Death, at times the approach pushes beyond the boundaries of good taste (see: the billboard reading “Call for a quick f**k” and listing a 855-LUCKY-69 number).

The campaign also functions as an explanation for a rebranding to Lucky Energy as the brand attempts to grow beyond $8 million in recent investments led by Austin-based Brand Foundry Ventures, with Imaginary Ventures (who also participated in a previous $4 million investment seed last November).

A new packaging component features an image of duct tape over the word “F*ck” in the brand name. The brand isn’t solely built on its attention-grabbing approach to marketing. It positions itself as a better-for-you option in the energy drinks category, touting its zero grams of sugar, “5 super ingredients” and “clean energy.”

Lucky Energy’s original moniker wasn’t chosen solely for shock value. The name comes from a bracelet that founder and CEO Richard Laver received as a gift from his son to celebrate the good luck he’s had in his life.

Laver was the youngest survivor of the 1985 Delta 191 flight that crashed, killing 136 passengers, including his father. Laver previously founded plant-based tube feeding company Kate Farms when his daughter was born prematurely and diagnosed with cerebral palsy, requiring a feeding tube for nourishment.

“Coming from the natural and organics industry, I recognized the white space in energy and am validated by the market response that has led to our rapid expansion,” Laver said in a statement. “We're only seven months in and have assembled an All-Star team of investors who support the vision and in-house talent like Hamid, who brings a wealth of experience and perspective to the table, having built his career scaling and accelerating growth for what's become one of the world's leading beverage brands.”