A lot of Pit Viper's marketing strategy is tongue-in-cheek. The campaign features beer-swilling, mullet-wearing, denim-clad bros, and sexually charged jokes.

Pit Viper has expanded its appeal to a wide range of consumers. It is suitable for cycling and running routes, as well as music festivals. The brand has also contracted celebrities as brand ambassadors, including Travis Pastrana, Riff Raff, and Larry "The Enticer".