Jason Kelce, the beverage brand Liquid Death, and Garage Beer released a humorous advertising campaign on August 18 urging people to mail their urine to AI data centers to help cool the facilities [1]. The campaign aims to highlight the large water consumption of data centers, which used 4.5 trillion liters globally in 2025, fueling public backlash over environmental impacts [2]. Kelce said, "AI data centers waste millions of gallons of water. That’s why Liquid Death and Garage Beer have teamed up. We want your pee to cool these data centers" [3].

As part of the campaign, an $18 limited edition Mason jar-style cup called "Data Center Coolant" was sold to collect urine, though it quickly sold out [1, 4]. Andy Pearson, Liquid Death's VP of creative, noted that opposition to AI data centers unites Americans across political and cultural lines [4].

However, mailing urine to data centers is illegal under U.S. Postal Service rules without medical packaging and permits, making prank or marketing mailings unlawful [1, 4]. Experts also caution against using untreated urine in cooling towers, as it can cause mineral deposits and require constant cleaning [3].

Some data centers already use recycled wastewater—including treated urine-derived water—in cooling systems to reduce fresh water demand, said Bruno Pigott of the WateReuse Association: "You wouldn’t just use pee, but you can clean it and make it into useful water, and that’s what we advocate" [3]. Similarly, Michael Obradovitch of Ecolab called the commercial "funny and tongue-in-cheek" but noted many alternative water sources are already used for cooling [3].

Liquid Death is known for outrageous marketing campaigns, sometimes involving legal disputes over product names, while Garage Beer, co-owned by Kelce and his brother, is growing across the U.S. market [1, 2].

As global AI data centers consume significant water and face mounting public opposition, the campaign underscores environmental and infrastructure concerns associated with these facilities [2, 4]. The "We want your pee" campaign launched August 18 remains active as public awareness of data center water use grows [1].