Liquid Death and Garage Beer have launched a bizarre campaign asking people to collect their pee and send it to AI data centers, with former NFL star Jason Kelce helping promote the stunt.
The drinks brands unveiled their “We Want Your Pee” campaign on August 18, claiming that AI data centers can use millions of gallons of water to keep servers cool. Their proposed solution is exactly what the name suggests.
Liquid Death and Garage Beer have even created a limited-edition “Data Center Coolant Collector,” a resealable glass jar designed to look like something people could fill with urine before mailing it away.
The collector was listed for $18 on Liquid Death’s website and quickly sold out. Despite the campaign telling customers to send the contents to “the data center of your choice,” the company includes a disclaimer making it clear people shouldn’t actually mail their pee.
Jason Kelce stars in Liquid Death’s pee campaign #
Former Philadelphia Eagles star and Garage Beer co-owner Jason Kelce appears in a 90-second video released alongside the campaign.
The clip opens with Kelce appearing to urinate into one of the jars before explaining the brands’ issue with the amount of water required for cooling data centers. He is then joined by Liquid Death’s Murder Man mascot and a group of people carrying their own containers.
The group eventually breaks into a song asking viewers to give them their pee and joking about using it to cool computers.
Garage Beer CEO Andy Sauer said the brands wanted to combine their usual humor with a genuine concern over water use.
“Water is the world’s most valuable resource, and data centers are a hot topic, so we got together to have some fun, while raising a little awareness,” he said.
Liquid Death VP of creative Andy Pearson, speaking to Business Insider, added that opposition to new AI data centers was an issue that could unite people “across the political and cultural spectrum.”
Related #
While the coolant jars are real, Liquid Death repeatedly warns customers on its store page not to actually send urine through the mail: “The suits want us to tell you to please don’t actually send your pee.”
For an actual Liquid Death product, you can check out [MrBeast’s collab for Feastables peanut butter cups flavor](https://www.dexerto.com/food/mrbeast-turns-feastables-peanut-butter-cups-into-bizarre-liquid-death-sparkling-water-3394800/).