Brand unveils rooftop campaign to ‘cool down’ super-warm US city

By our News Team | 2022

Global warming means residents of Miami tend to get hot under the collar in summer. Coors Light marketers think they can make a difference.

Globally, 2021 was ranked the fifth warmest year on record since 1880 and heat waves are more frequent. In the US city of Miami, which is known for its heat and humidity, locals are gearing up for another very warm Northern Hemisphere summer.

Recognising an unusual branding opportunity that can also benefit the community, beer brand Coors Light has unveiled ‘Chillboards’, rooftop billboard installations that it claims are proven to cool buildings down.

The minimally branded rooftop installations are located atop apartment buildings in the city and painted with Mule-Hide Finish reflective white roof coating, a formula said to reflect 85% of sunlight. On one rooftop tested, the company says it discovered the ad lowered the surface temperature of the roof by as much as 10 degrees Celsius.

“The science behind Chillboards is actually pretty simple: dark surfaces absorb sun rays, but specially formulated white coating reflects them, resulting in a cooler temperature,” explained Marcelo Pascoa, Vice President of Marketing for the Coors group of brands.

Marketing Campaigns

Photo courtesy of Coors via Business Wire

Inspire consumers to make choices that reduce energy usage

“We realise not everyone will be able to paint their roofs white, but we hope to inspire Americans to make choices that reduce energy usage and puts a few dollars back in their pockets.”

The new rooftop ads, which have different phrases like, ‘Chillboards’ and ‘Ads Nobody Can See, But Everyone Can Feel’ are written in a typeface called ‘coolest’ and are designed to cover more than 95% of the surface space in reflective white paint.

“Simple and cost-friendly initiatives like Coors Light Chillboards can have a significant impact on the quality of life for renters and homeowners,” says Jane Gilbert, Chief Heat Officer for the Miami-Dade area. “If more communities started seeing the value of painting roofs white, we could cool down millions [of people] worldwide.”

In support of the programme, Coors Light is now giving away 19,000 litres of the formulated roof coating.

You can watch a video of the marketing campaign here.