The world of marketing has seen its fair share of unconventional campaigns, but few have been as bizarre as the recent collaboration between Liquid DeathGarage Beer and former NFL player Jason Kelce. The campaign, titled “We want your pee,” encourages people to collect their urine and send it to AI data centers to help cool them down. This unusual approach has sparked a wave of discussions about the environmental impact of AI data centers and the creative lengths companies will go to capture public attention.
The campaign begins with Kelce standing next to a toilet, pouring urine into a mason jar. He explains that AI data centers consume millions of gallons of water, proposing an alternative cooling method: human urine. The ad features a catchy song with lyrics like “Let’s pee on computers together,” and shows a crowd of people carrying jars of urine, even collecting it from eagles. The ad ends with a disclaimer: “The suits want us to tell you to please don’t actually send your pee.”
Liquid Death and Garage Beer: A History of Unconventional Marketing
Liquid Death a canned water company valued at $1.5 billion, has built its brand on attention-grabbing marketing strategies. From launching a tea-flavored can called Dead Billionaire to releasing a death metal album with lyrics sourced from hate mail, the company has consistently pushed the boundaries of traditional advertising. This latest campaign accompanies the company’s launch of energy drinks under the same brand.
Garage Beer an independent lite beer company, is co-owned by the Kelce brothers, Jason and Travis. Known for its rapid growth, Garage Beer has become a popular choice in the U.S., with its products now available in Red Robin restaurants. The company’s collaboration with Liquid Death on this campaign highlights a shared interest in tapping into public sentiment regarding AI data centers.
The Environmental Impact of AI Data Centers
The campaign sheds light on the significant environmental impact of AI data centers. These facilities consume vast amounts of water and electricity, contributing to global component shortages and driving up the cost of tech. In 2026, data centers used 4.5 trillion liters of water globally, raising concerns about sustainability. While some data centers claim to have improved efficiency, critics argue that these improvements are often more about PR than substantial change.
The campaign’s virality indicates a growing public awareness and concern about the environmental impact of AI data centers. It has sparked discussions across political and cultural spectrums, with communities raising concerns about water use, power demand, and infrastructure impact. The AI industry’s response to these criticisms includes investing in water efficiency technologies and community initiatives, but the campaign suggests that there is still a long way to go in winning public support.
The USPS Stance on Mailing Pee
While the campaign is meant to be humorous, it has raised questions about the practicality of mailing urine. The United States Postal Service (USPS) has specific rules regarding the mailing of bodily fluids. Human excreta sent for routine tests, such as drug or alcohol testing, can qualify as an “exempt human specimen” if properly packaged. However, a mason jar of pee destined for a data center does not meet these criteria. The USPS also prohibits the mailing of nonhazardous liquids that produce an “obnoxious odor.”
The campaign’s online virality points to a long road ahead for AI labs on the public-persuasion front. Despite the industry’s efforts to address criticism, the public’s skepticism remains high. The campaign’s success in capturing public attention highlights the need for the AI industry to continue working on improving its environmental practices and engaging with the public.
