Liquid Death want your pee to cool AI data centres

Garage Beer and Liquid Death Energy have teamed up with former NFL star Jason Kelce for a satirical brand campaign asking Americans to donate their urine to cool AI data centres, turning growing concern over AI’s water consumption into a highly shareable music-video stunt.

The film pairs Kelce with Liquid Death’s ‘Murder Man’ mascot and starts with a genuine tension: the vast quantities of water that can be required to keep data-centre servers cool.

Their proposed solution is considerably less serious. Fans are encouraged to drink Garage Beer or Liquid Death Sparkling Energy, collect the inevitable result and send it to an AI data centre.

A disclaimer makes clear nobody should actually put urine in the post.

The joke has also escaped the screen. A limited-edition “Liquid Death x Garage Beer Data Center Coolant Collector” gives fans a physical piece of the campaign, turning the deliberately disgusting premise into collectible merchandise and consumer participation.

Garage Beer CEO and founder Andy Sauer said: “It’s also an exciting moment for two brands that are making a lot of noise in their respective lanes to come together and create something that feels authentic to both, while keeping our styles and tones completely intact.”

Liquid Death VP of creative Andy Pearson added: “We just came up with a good idea to do with all that extra urine.”

For Liquid Death, the collaboration continues a strategy of making unlikely products and partnerships behave like entertainment.

Its most recent Famous Campaigns appearance saw Pop-Tarts enter iced tea, while last year the brand enlisted Kylie Kelce for its Kegs For Pregs stunt.

Rather than producing conventional sustainability messaging, the two drinks brands have built the satirical campaign around the most basic piece of consumer behaviour their products generate.

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