● Covered by 3 sources · 3 reportsLow impact3 neutral
Liquid Death and Garage Beer launch ad campaign targeting AI data center water use
Key points
- Liquid Death and Garage Beer launched a marketing campaign.
- The campaign features Jason Kelce and targets AI data center water use.
- It encourages people to send urine to data centers as a protest.
- The ad uses humor to address public concerns about water consumption.
- Liquid Death VP of creative is Andy Pearson.
- The campaign video is 90 seconds long.
- The video was released on Tuesday.
- Florida voters went to the polls for gubernatorial primaries on Tuesday.
- Rep. Byron Donalds won the Florida Republican primary.
- Donalds introduced the "Protecting Ratepayers Act" last month.
- Jason Kelce is a former Philadelphia Eagles star.
- Michael Obradovitch is Vice President of Data Center Global Accounts at Ecolab.
- Treated wastewater is a viable alternative water source for data center cooling.
Campaign Overview
Liquid Death and Garage Beer have collaborated on a marketing campaign featuring NFL star Jason Kelce. The campaign's central theme involves encouraging consumers to drink their products, produce urine, and then send it to an AI data center of their choice. This initiative aims to draw attention to the significant water consumption of data centers.
Origin and Intent
The concept originated with Liquid Death's creative team, with comedian Sabrina Jalees suggesting the data center idea. Andy Pearson, Liquid Death's VP of creative, stated that the campaign leverages a common public concern regarding data center water usage, which he identified as an issue uniting Americans. The brands aim for a lighthearted, humorous approach to address the issue.
Data Center Water Consumption Concerns
Data centers face scrutiny for their substantial water usage, which has led to local water supply problems in various communities. Examples include a 615-acre campus in Fayetteville that reportedly caused low water pressure for over 15 months by consuming 29 million gallons of water, and a Meta data center in Georgia accused of muddying the local water supply. These incidents contribute to widespread public opposition to new data center developments.
Industry Response and Public Sentiment
Tech companies like Microsoft and Amazon have issued statements claiming their data centers use minimal water, while Nvidia is developing technologies to reduce water consumption by up to 100%. Despite these efforts, many believe current measures are insufficient to address the ongoing issues, fueling public resistance against these projects nationwide. The Liquid Death and Garage Beer campaign taps into this sentiment with a comedic angle.
Updates
- Jason Kelce is a former Philadelphia Eagles star.
- Michael Obradovitch is Vice President of Data Center Global Accounts at Ecolab.
- Treated wastewater is a viable alternative water source for data center cooling.
- Liquid Death VP of creative is Andy Pearson.
- The campaign video is 90 seconds long.
- The video was released on Tuesday.
- Florida voters went to the polls for gubernatorial primaries on Tuesday.
- Rep. Byron Donalds won the Florida Republican primary.
- Donalds introduced the "Protecting Ratepayers Act" last month.
✨ This summary was generated by AI from the outlets' reporting listed below. It is not independently verified and may contain errors — check the original sources. How BrevFeed works →
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How outlets covered it
A marketing campaign by Liquid Death and Jason Kelce humorously suggested using urine to cool AI data centers, which consume large amounts of water. While direct urine use is impractical, experts confirm that treated wastewater, which contains human urine, is already a viable alternative water source for data center cooling, reducing reliance on potable water.
AI data centers are emerging as a significant political issue in US elections, with concerns over their resource consumption and impact on utility costs. This trend is also reflected in advertising campaigns, as companies like Liquid Death and Garage Beer use humor to highlight the environmental impact of these facilities.
Liquid Death and Garage Beer, co-owned by Jason Kelce, released an ad campaign encouraging people to send their urine to AI data centers to protest their water consumption. The campaign uses humor to highlight public concerns about data center water usage, which has led to local water supply issues in some areas.