Liquid Death and Garage Beer Launch Satirical AI Coolant Campaign

Beverage companies Liquid Death and Garage Beer launched a satirical advertising campaign featuring former NFL player Jason Kelce that encourages consumers to send their urine to AI data centers for use as coolant. The campaign, which includes a 90-second musical spot, targets the high water consumption of AI infrastructure. Kelce states in the advertisement that "AI data centers waste millions of gallons of water" and suggests that mailing urine in commemorative mugs could help cool the facilities.

To support the effort, the campaign encourages viewers to consume more beer and energy drinks to increase urine production. Liquid Death is selling an $18 "Data Center Coolant" glass container as part of the stunt, which coincides with the launch of a new energy drink line.

Despite the comedic tone, both the advertisement and the product store page include fine print warning consumers not to actually mail urine, noting that doing so as a prank is a crime. Critics have responded by arguing that the stunt relies on overstated claims regarding data center water usage and warning that the campaign creates potential legal liabilities by encouraging the mailing of bodily fluids.