Observed Signal · Aug 18, 2026 · Partnership · Source: Adweek · Impact: 1/5 · Sentiment: Neutral
Liquid Death, Garage Beer Launch 'We Want Your Pee' Campaign
Liquid Death and Garage Beer launched a joint advertising campaign called “We Want Your Pee,” a comedic spot starring Garage Beer co-owner and former NFL player Jason Kelce and Liquid Death’s mascot Murder Man. The film frames sending human urine to AI data centers as a tongue-in-cheek solution to the sector’s heavy water use. The spot will run on both brands’ social channels and connected-TV (CTV). The campaign references growing public opposition to data-center construction, citing a Gallup poll and local moratoriums reported in major outlets.
Brand marketing campaign with limited direct impact on AdTech operations; noteworthy for its use of social and CTV distribution and its tie to public debate about data-center sustainability.
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Key Takeaways & Evidence Grounding
- Liquid Death and Garage Beer launched a collaborative campaign titled “We Want Your Pee.”
- The campaign spot stars Garage Beer co-owner and former NFL player Jason Kelce and features Liquid Death’s mascot Murder Man.
- The ad will run on Liquid Death’s and Garage Beer’s social channels and on connected TV (CTV).
- The article cites a Gallup poll stating about 7 out of 10 Americans oppose data centers being built in their communities.
- Local governments in cities including Tulsa, New Orleans, and Birmingham have enacted moratoriums on new data-center construction (as reported by the New York Times).
Connected Companies & Entities
2 Entities mapped“According to a recent Gallup pool, 7 out of 10 Americans oppose data centers being built in their communities....”
“Local governments in cities like Tulsa, New Orleans, and Birmingham have enacted moratoriums on new constructions....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Liquid Death's Mike Cessario on Building an Uncopyable Brand
Mike Cessario, who founded Liquid Death in 2019 after a career in ad creative, explains the beverage brand’s strategy of using comedy and entertainment as its primary competitive moat. Liquid Death has expanded from bottled water into sparkling water, iced tea and energy drinks and has generated “hundreds of millions” in revenue. The company produced a Super Bowl ad internally for $300,000. Cessario argues most consumer products are commoditized, so brands must win via memorability, emotional connection or price. He compares Liquid Death’s approach to the Red Bull playbook but focused on comedy, and highlights the significant operational challenge of retail distribution — including limitations of DSD networks owned by large beverage companies and the gap between retail authorization and actual shelf presence.
Liquid Death and MrBeast’s Feastables collaborate on drink
Liquid Death has partnered with MrBeast’s Feastables to produce a peanut butter cup–flavored sparkling water and launched an ad that channels the high-energy style of MrBeast videos. The collaboration combines a new co-branded product flavor with a promotional creative that leans into the creator-driven aesthetic MrBeast is known for. The story was published by Ad Age on 2026-08-04.
Benoit Vatere: Keep Liquid Death Dangerous at Scale
Benoit Vatere, chief media officer at Liquid Death, outlines a retail-first, full-funnel media strategy to scale the challenger beverage brand while preserving its distinctive mystique. Drawing on 25 years building ad tech products, Vatere argues for converting entertainment-driven creative into measurable retail trial by prioritizing frequency over reach, deep retailer partnerships, and retail media networks as technology platforms that offer first-party data and conversion proximity. He makes a contrarian case against large paid social allocations—citing lack of frequency control—and recommends investing in TV, radio, podcasts and audio to reach audiences in natural consumption moments. Vatere and CEO Mike Varvarato also enforce strict brand filters, rejecting lucrative but misaligned partnerships to protect brand credibility as they scale.
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