If there’s a song of Summer 2026 it’s “Mr. Jambo” by Kyle Gordon. But if there are two songs of Summer 2026, well, consider “We Want Your Pee.” Go ahead, I’ll wait:

This soaring new piss-themed power ballad just hit the internet earlier this week from media-savvy beverage makers Garage Beer and Liquid Death. It’s an ad, in other words. I’m hardly in the business of wasting column inches big-upping brands’ marketing gimmicks. (Just ask Stetson Bourbon.) But this campaign is weird, smart, and—most importantly—sociopolitically shrewd. Much like craft brewers have an obvious opportunity to stake out a popular anti-AI slop stance, drinks manufacturers generally have a clear angle on the related, all-consuming anti-data center discourse.

The fact that Garage Beer and Liquid Death clocked this opportunity isn’t so surprising: the firms run some of the best marketing operations in their respective sectors. But the fact that they took that opportunity is remarkable, and offers a duplicable roadmap to other suppliers looking to take the leap.