How Titan uses collabs and humor to promote its DTC caskets

For a limited-time Halloween flavor, Cup Noodles recently introduced the blood-red soup Vampire Noodles and to promote it partnered with an unexpected choice for a lighthearted collab: Titan Casket.

The Cup Noodles x Titan Casket Vampire Noodles Casket is maroon with the Cup Noodles logo and blood drops adorning the lid. Embroidered on the black crushed velvet interior: “It’s to die for.” Along with being listed on Titan’s website for $3,999, Cup Noodles promoted what it called a “dead giveaway” on Instagram. The Nissin Foods brand filled the casket with cups of soup, and the first person to guess correctly how many would win it (or could opt for a plan-ahead contract for another casket).

“The partnership with Titan Casket [helped] us create a Halloween moment that felt both memorable and conversation-worthy,” Priscila Stanton, SVP of marketing for Nissin Foods USA, said in a statement to Retail Brew.

It’s not the first collab for Titan, which earlier this year teamed up with Supreme to produce red caskets with the streetwear brand’s logo on their lids and leopard print interiors ($3,798 plus $500 shipping).

Founded a decade ago, Titan is primarily sold in the direct-to-consumer channel, and through retailers including Amazon and Costco. While casket conversations—and transactions—typically are somber affairs in funeral home directors’ offices, Titan is taking a decidedly boisterous approach.

It’s using brand collabs and social media to raise its profile, and to raise awareness that funeral homes are legally required to allow outside caskets without assessing fees.

Brands are becoming more comfortable with casket collaborations that might once have seemed likely to offend, Josh Siegel, co-founder and president of Titan, told Retail Brew.

“Brands look at it and [they’re] like, ‘OK, we can do this, and we won’t generate outrage,’” Siegel said. “‘We’ll generate attention, and then we can tell our message.’”

Clicks feet under: Dubbed the “Warby Parker of caskets” by the Boston Globe, Titan took the DTC approach to the casket market much like Warby Parker did in the eyewear market.

Today about two-thirds of Titan’s sales come directly from its website, another 25% from retail partners, and the remainder is wholesale to funeral homes, per Siegel.

It’s the familiar scenario of DTC offering a competitive price through bypassing an intermediary’s markup. Siegel compared the $3,786 average price for an 18-gauge gasketed steel casket with a crepe interior at a New Jersey funeral home (according to New Jersey State Funeral Directors Association data) to one with the same specs costing $1,798 from Titan.

Scott Ginsberg, co-founder and CEO of Titan and a 25-year veteran of the casket industry, said lower prices are as much a mission as a competitive advantage.

Titan is “helping families not take an emotional loss and turn it into a financial loss,” Ginsberg told Retail Brew.

Dead zingers: Titan offers its Orion Series steel caskets in 29 high-gloss color schemes, but for yuks, it also gave the orange one its own product page, and dubbed it the Pumpkin Spice Casket.

In September, Titan posted an image of the orange casket surrounded by pumpkins and oversized cinnamon sticks and star anise pods.

“Pumpkin spice forever,” the post declared. “PSL season doesn’t have to end when you do.”

In 2025, Titan launched an interview series, Grave Conversations, on YouTube, in which actor David Dastmalchian (The Suicide Squad, Late Night with the Devil) interviews celebrities while both lie in repose in Titan caskets.

Celebrities including Neil deGrasse Tyson, “Weird Al” Yankovic, and Krysten Ritter have all appeared on the show, which Fangoria called “delightfully morbid.”

The show’s full episodes and short excerpts have collectively garnered more than 19.8 million views on YouTube.

It’s all part of Titan aspiring to be part of the cultural conversation, and to prod consumers to start thinking about caskets before they (or their survivors) are picking one out at a funeral home. In other words, Siegel said, the brand wants planning a funeral to be more like another major life event.

“If you are planning a wedding, you can do that online,” Siegel said. “You can talk to people. You could do all the planning, and then you pick your venue—and that’s how we see funerals.”