Liquid Death and Garage Beer have launched a provocative marketing campaign featuring NFL star Jason Kelce to highlight the massive water consumption required by artificial intelligence data centers.

Key Points

• Liquid Death and Garage Beer released a 90-second advertisement featuring Jason Kelce that satirizes the environmental impact of AI data centers.
• The campaign encourages consumers to collect urine in branded glass containers to supposedly help cool data centers, which consumed 4.5 trillion liters of water globally in 2025.
• Liquid Death, a $1.5 billion beverage company, is using this stunt to promote its new line of energy drinks alongside Garage Beer.
• The campaign reflects growing public skepticism regarding the environmental sustainability and resource demands of the rapidly expanding artificial intelligence industry.

Why it Matters

This campaign signals a significant shift in public sentiment as brands increasingly leverage anti-AI rhetoric to appeal to consumers concerned about environmental sustainability. By highlighting the massive water usage of data centers, these companies are tapping into growing skepticism toward the tech industry's rapid infrastructure expansion.