Liquid Death and Garage Beer have launched a joint satirical campaign about the water consumption of AI data centers, fronted by former NFL star and Garage Beer co-owner Jason Kelce, Marketing Dive reports.
The centerpiece is a 90-second music video, released Tuesday, in which Kelce, introduced mid-stream filling a jar, explains how data centers are cooled, backed by Liquid Death's Murder Man mascot and dozens of characters toting containers of their own. The spot pitches a tongue-in-cheek product called the Coolant Collector and urges Americans to mail their urine to an AI data center of their choosing. The campaign will run on both brands' social channels with paid support, as well as on connected TV.
The concept originated with comedian Sabrina Jalees, a product of Liquid Death's practice of convening writers' rooms with outside comedians to generate campaign ideas, and audio company Butter composed the music. Andy Pearson, Liquid Death's vice president of creative, quipped that the topic is the one thing uniting all Americans right now, while Garage Beer chief executive Andy Sauer said the partnership felt natural from the start. The tie-up began as a retail co-packaging opportunity between the two challenger brands before growing into a full creative collaboration.
The satire lands on well-documented public sentiment. A Gallup poll found that more than 70% of Americans oppose the construction of AI data centers in their area, nearly half of them strongly, and such facilities can consume up to 5 million gallons of water a day to cool their servers.
Both brands have built their growth on irreverent marketing. Liquid Death, founded by Mike Cessario, turned canned water into a billion-dollar brand largely through comedy-driven campaigns, while Ohio-born Garage Beer has risen on the profile of co-owners Jason and Travis Kelce, who invested in the light lager brand in 2024.