“We want your pee, please give us your pee”: Why Jason Kelce singing about urine in a meadow is actually the smartest marketing campaign of 2026

Jason Kelce stars in a unique campaign with Liquid Death and Garage Beer. This initiative asks fans to donate urine to cool AI data centers. AI data centers consume millions of gallons of water daily for server cooling. Human urine is largely water and can be used as a coolant. The campaign aims to address water waste in a peculiar yet earnest manner.
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