Liquid Death and Jason Kelce launch campaign over AI water use

AI data centers water consumption Liquid Death Jason Kelce environmental marketing

Liquid Death, Garage Beer, and former NFL player Jason Kelce have launched a satirical advertising campaign targeting the high water consumption of AI data centers. The campaign, titled ‘We want your pee’, features Kelce suggesting that citizens mail their urine to data centers to help cool the facilities.

While the ad is a tongue-in-cheek marketing stunt for Liquid Death’s energy drinks and Garage Beer, it highlights a legitimate environmental concern. AI infrastructure requires millions of gallons of water daily for cooling, a practice that has drawn criticism for wasting clean water resources.

To accompany the campaign, the companies released a ‘Data Center Coolant’ cup, which reportedly sold out quickly. However, the advertisements include disclaimers advising against actually mailing urine, noting that doing so for non-medical purposes can be a crime. Experts note that while direct use of urine is impractical due to mineral and bacterial buildup, the industry is already exploring alternative water sources, such as treated wastewater, to mitigate environmental impact.

Entities

Garage Beer · Jason Kelce · Liquid Death · Philadelphia Eagles · Travis Kelce

Claims

What the coverage asserts, and how many sources carry each claim.

[● 3 SOURCES] The 'Data Center Coolant' cup is currently sold out. pk.ign.com · in.ign.com · nordic.ign.com
[● 3 SOURCES] Jason Kelce, Garage Beer, and Liquid Death have launched a marketing campaign involving urine to cool AI data centers. pk.ign.com · in.ign.com · nordic.ign.com
[● 3 SOURCES] The advertisement includes fine print advising against actually mailing urine to data centers. pk.ign.com · in.ign.com · nordic.ign.com
[● 3 SOURCES] The companies released a 'Data Center Coolant' cup priced at $18. pk.ign.com · in.ign.com · nordic.ign.com