B-Reel Dares Gamers to Drink Demon Meat Shakes for Launch of Blizzard's Diablo IV

To launch the eagerly awaited fourth installment in Blizzard Entertainment’s Diablo series, B-Reel has revealed its new campaign daring gamers to taste something no one on earth has ever tried before: a Demon Meat Shake. 

After the open Beta of Diablo IV, piles of demons were left lying around the game world, slayed by the hands of thousands of loyal and bloodthirsty players. The makers of Diablo didn’t want to let all of the demon meat go to waste, so they’ve chopped, drained, blended, and turned them into the Demon Meat Shake. As an especially devilish twist, the Demon Meat Shake turns out to be 100% Vegan according to human standards. The drink is inspired by the iconic Diablo character, the Butcher, who returns to the latest game. 

On May 19, eligible Diablo fans across the US will have the opportunity to get their hands on the Butcher’s Special, delivered straight to their home. The Demon Meat Shake can be ordered by tweeting @Diablo together with the #DemonMeatShake and #DiabloPromo hashtags on Twitter. Around 1,000 Shakes will be delivered to gamers in New York City, Los Angeles, and Chicago. But the question is, who will be brave enough to try it? 

Leading up to the delivery date, the devilish shakes will be teased to create buzz across digital, social and PR with a “you have to try this” brand moment, getting new gamers curious to dive into the world of Diablo IV. However, on May 17, an exclusive invitation-only dinner took place in NYC, bringing together a group of Diablo-loving VIPs to experience a IV-course dinner straight from the depths of the game, with the Demon Meat Shake being the final surprise course of the night. 

Knowing that gamers love to snack and sip during gaming, the Demon Meat Shake was created to spark curiosity for the launch of Diablo IV—the ultimate action RPG experience that’s filled with hordes of Hellish monsters to slaughter, countless abilities to master, nightmarish dungeons, and legendary loot. 

Kaleb Ruel, VP of Diablo 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 & shareable way possible: the Demon Meat Shake. The Butcher would be proud.”

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

The Demon Meat Shake was created in collaboration with food partner Bompas & Parr, the world's leading name in experiential food design. The UK-based jelly-masters are experts in never before seen foods, with innovative ingredients and arresting visual approaches strongly driven by storytelling. 

All campaign assets were captured by photographer and director Tuukka Koski. A former Michelin starred sous-chef turned world famous food photographer, his special touch makes his work look macabre yet delicious and beautiful. The logo, inspired by a smoothie from hell, was masterfully created by illustrator Mander.

MKI and Bad Taste are the dinner activation food partners. MKI is a locally based independent restaurant group, with hit New York restaurants, including Olmstead & Mason Yaki, they take a research and discovery driven approach to creating truly new and unique food experiences.