Liquid Death and Garage Beer Team Up on an Unlikely Campaign to Cool AI Data Centers

Beverage brands Liquid Death and Garage Beer have proposed an unlikely fix for the millions of gallons of water AI data centers burn through on cooling: human urine. The joint campaign, titled 'We Want Your Pee,' kicks off with a video starring former NFL player and Garage Beer co-founder Jason Kelce, who collects his own urine in a jar, then heads into the woods to sing: 'We want your pee, please, give it to us.'

The spot continues with Liquid Death's mascot, Murder Man, and other characters, ultimately following everyone to the post office as they ship their 'contribution' to the nearest data center. The video is running across the brands' social channels and on CTV (connected TV).

The campaign is rooted in a real problem: as AI data center construction ramps up across the US, so does public opposition — a recent Gallup poll found seven in ten Americans oppose data centers being built in their area. Local governments in cities including Tulsa, New Orleans and Birmingham have already imposed moratoriums on new construction.

Liquid Death's VP of creative, Andy Pearson, told ADWEEK that both brands share a common strategy: taking on giants with humor, as small independent beverage brands. Garage Beer CEO Andy Sauer added: 'Water is the most valuable resource in the world, and data centers are a hot topic, so we decided to team up in a playful way and shine a little light on the problem.'

It's the latest chapter in Kelce's ongoing storytelling strategy for Garage Beer, which builds a connection with audiences through short- and long-form video featuring consistent, familiar faces. The approach is paying off: even as alcohol consumption among American adults has fallen to a record low of 54%, Garage Beer has become one of the fastest-growing beer brands in the US.