Interbrand study says lack of growth mindset, weaker brand leadership and poor forecasting are among the key reasons.
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.
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.
Tlali Taoana has experience in strategy, marketing and executive roles, and will expand the capabilities of the business.
AMC President flies the flag at the World Marketing Forum in Thailand, then welcomes Tunisia as the confederation’s 11th member.
It doesn’t always pay to advertise online. Consumers tend to view sponsored listings with suspicion and prefer to click on organic listings.
Organisations must harness the power of AI to free up their people to do what no robot can do – truly connect with customers.
Multi-channel retailing has become crucial to the sales strategy of any brand, including digital-natives that started as online-only.
Hloni Mohope is to move from her KFC South Africa role to become Chief Marketing Officer for the brand in Central and Eastern Europe.
Can they get a foot in the door and take market share from the big global sneaker names? African brands think they can.
Chartered Institute of Marketing (CIM) reports on conference presentation urging marketing leaders to change their world view.
New Australian study find that images, rather than colours, are much better at signalling product variety.
AMC’s range of Short Courses is designed to complement the study and career-growth initiatives offered by our member countries.