AI data centres reportedly use up to five million gallons of water per day to cool their servers. It is one of the most discussed environmental costs of the AI boom, generating community protests, policy hearings, and congressional legislation in the United States. Liquid Death and Garage Beer’s response to all of that, delivered on August 19, 2026, was a music video in which former NFL star Jason Kelce sings “Let’s pee on computers together.”
The Problem the Campaign Addresses
The water consumption figures behind the campaign are not invented for comedic effect. A medium-sized data centre can consume millions of gallons of water daily through cooling systems designed to prevent servers from overheating. Larger facilities can hit five million gallons per day, equivalent to the daily water usage of a town of between 10,000 and 50,000 people. In 2021, the nation’s data centres consumed an estimated 449 million gallons per day, totalling 163.7 billion gallons for the year. As AI workloads have grown since, those figures have increased significantly.
The US Congress introduced the Liquid Cooling for AI Act of 2025, directing the Comptroller General to assess liquid cooling systems for AI infrastructure. Texas data centres alone consumed over 50 billion gallons of water in 2024. The issue is generating protests in communities where data centres are being sited and is a documented source of strain on local freshwater resources in drought-affected states.
The Campaign
Liquid Death Sparkling Energy and Garage Beer, the light lager brand co-owned by former Philadelphia Eagles centre Jason Kelce and his brother Travis Kelce since 2024, identified those water consumption figures as the most relevant available hook for a cross-brand collaboration. The resulting campaign asks Americans to drink either product, then collect and donate the resulting urine to help cool AI data centre servers instead.
The hero piece is a music video featuring Kelce alongside Liquid Death’s “Murder Man” mascot. The two frolic through a meadow while Kelce delivers his singing debut, described generously by Billboard as no threat to sister-in-law Taylor Swift’s chart domination. The song’s central request is direct: “We want your pee / please give us your pee / let’s pee on computers together.”
The campaign’s disclaimer, in fine print, makes the legal position equally direct: “The suits want us to tell you to please don’t actually send your pee.”
The Merchandise
The joke escaped the screen. A limited-edition “Liquid Death x Garage Beer Data Center Coolant Collector” is available from the Liquid Death webshop while supplies last. The product is a resealable glass mason jar. Its product description reads: “Mailing your pee to AI data centres has never been easier with these limited-edition resealable jars. Just fill these and send to the data centre of your choice. Also works for drinking your favourite beverage as well.”
Fans attending Cincinnati’s Oktoberfest from September 17 to 20 can donate in person at official on-site Garage Beer donation stations, giving the campaign a physical activation anchored in Kelce’s college hometown.
The Quotes That Carry the Campaign’s Logic
Garage Beer CEO and founder Andy Sauer described the collaboration in terms that strip the premise to its commercial reality: “For us, it’s always been about forming relationships and building alongside people and brands that believe what we believe in. In this case, it’s enjoying a Garage Beer or Liquid Death Energy and peeing on data centres to help save the world’s water supply.”
Liquid Death VP of Creative Andy Pearson added the line that most accurately summarises the entire creative brief: “We just came up with a good idea to do with all that extra urine.”
Why It Works for Both Brands
The campaign’s structural intelligence is in its brand-to-brand fit. Liquid Death was founded in 2017 by former Netflix creative director Mike Cessario and has built a $321 million business on making water behave like entertainment, treating canned water as the vehicle for creative output that has nothing to do with hydration. Previous campaigns include a Pop-Tarts iced tea collaboration, enlisting Kylie Kelce for the Kegs For Pregs hydration stunt for pregnant women, and a sustained strategy of finding unlikely causes and partners and using them to generate cultural attention.
Garage Beer, valued at $200 million in its first institutional funding round, has made irreverence its primary marketing register. The Super Bowl “Brotherly Shovel” commercial paid tribute to Budweiser Clydesdales by replacing the horses with Jason Kelce and Beau Allen shovelling manure on a farm. The campaign that preceded the pee donation asked Jason to play a beer scientist in a series of deliberately absurd experiments. Both brands were already operating in the same creative register before the collaboration began.
The pee donation campaign is not asking either audience to do something new. It is asking them to do what they already do after drinking the brands’ products, and then directing that action toward a real, documented environmental problem in the most satirically inappropriate way available. The fact that nobody should actually post their urine to a data centre is both the disclaimer and the point.
Campaign Name: Let’s Pee on AI / Data Center Coolant Collector
Agency Name: Not mentioned (in-house)
Brand Name: Liquid Death Sparkling Energy / Garage Beer
Location: United States (national digital; Cincinnati Oktoberfest on-site donation, September 17-20, 2026)
