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By Amy Houston, Senior Reporter

May 18, 2023 | 3 min read

The so-called ‘demon meat shake’ is promoting the fourth installment of the series.

As gamers prepare for the launch of Diablo IV, the franchise’s developer has unleashed a devilish drink to generate buzz around the game.

After the open beta of the new game, piles of demons were left lying around the gaming world, slayed by the hands of thousands of loyal and bloodthirsty players. Determined not to let all of the demon meat go to waste, it’s now been chopped, drained, blended and turned into a beverage. Not to worry though, the drink is 100% vegan; it’s merely been inspired by the iconic Butcher character.

Would you be brave enough to try it? If so, Diablo fans in the US need to tweet the brand together with the #DemonMeatShake and #DiabloPromo hashtags. Around 1,000 Shakes will be delivered to gamers in New York City, Los Angeles and Chicago.

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On May 17, there will also be an exclusive invitation-only dinner taking place in the Big Apple, bringing together a group of Diablo-loving VIPs to experience a four-course dinner straight from the depths of the game.

The campaign is the work of the creative agency B-Reel.

Kaleb Ruel, vice-president of Diabo marketing at Blizzard Entertainment, said: “Diablo IV will deliver us from evil. But first, we’re delivering the world of Diablo to gamers in the most unexpected and shareable way possible: the Demon Meat Shake. The Butcher would be proud.”

The Demon Meat Shake was created in collaboration with UK-based food partner Bompas & Parr.

“With the Demon Meat Shake, gamers can slay in the game and slurp in real life,” added Zack McDonald, chief creative officer at B-Reel.

“We’re honored to help Blizzard add a twisted new chapter to the iconic Diablo universe and we look forward to watching the Internet drink some demons.”

Interested in creative campaigns? Check out our Ad of the Day and the Best Ads of the Week sections.

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