
MAZ marks the second phase of its 2023 Superbrand research process
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
MARKETING CAMPAIGNS
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.
The unveiling of the Top 200 brands by the Marketers Association of Zimbabwe culminates in the Superbrand Awards at year-end.
While culture and history still permeate the North African consumer experience, it is also a region undergoing a dramatic evolution.
Company says order-fulfilment software from the US digitises and optimises the picking, packing, staging and distribution of online orders.
Placing goods that are not on promotion next to ones that are being discounted can have both positive and negative effects.
AzamPesa mobile money wallet set to close the gap between urban and rural areas in terms of access to financial products and solutions?
Survey finds people spend a month of their lives waiting for call centre agents to pick up. So insurer unveils ‘#StopHoldMusic’ campaign.
Top brands of the future will not be focused on the products they sell, but rather on serving an ecosystem of stakeholder needs.
Growth is expected to resume in 2023 at more than double the rate of last year, with the retail sector being the biggest spender.
Non-fungible tokens (NFTs) are usually associated with celebrities and market volatility. But there is untapped potential for marketers.
Annual Brand Africa study shows the continent’s brands are losing ground to their international counterparts.
Auchan – a competitor to Carrefour – will make Algeria its fifth market on the African continent later this year.