MARKETING CAMPAIGNS

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.

Conference stage with a woman in a patterned dress speaking to an audience large screens display '' logos and banners for a marketers conference with 'institute of marketing in malawi' branding on stage panels and backdrop

Malawi’s marketers urged to put trust at the heart of the profession

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Lingerie brand creates street-stopping advertising in Manhattan

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

We know AI influencers aren’t real – so why do we trust them?

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Hotel receptionist assisting a guest at the check in counter with a gray suitcase nearby behind the desk

Why trust has become a critical asset for hotel industry marketers

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

Three people in formal attire pose for a photo at an awards event a woman in a pink dress holds a trophy while two men in suits stand beside her against a gold confetti backdrop

FNB bank’s eBucks programme dominates the 2026 SA loyalty awards

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Portrait of a man with short black hair and a beard wearing a black button down shirt against a light gray background

Zambia’s strongest creative ideas are emerging from local truths

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Yellow humanoid robot at a bakery counter inspecting a display of donuts on display in front of glass cases

Consumers have doubts about products when they’re designed by AI

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Top african marketing voices confirmed for amc

Top African marketing voices confirmed for AMC 2026

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

Person holding two smartphones with app icons visible on their screens a large tv screen in the background shows colorful app icons

Broadcast Research Council confirms launch of total video measurement

New industry currency will bring South African television and online video audiences together in a single measurement system.

Dj performing on a brightly lit stage as colorful lights shine over a dancing crowd

Sense of belonging and atmosphere are key to attracting event-goers

Making people feel that an event space reflects their values leads to long-term loyalty and spending. FOMO also plays its part.

Smiling woman with curly hair in a yellow and white striped shirt holds a red can and points to the text 'what makes some ai ads creepy '

Researchers examine why some AI ads fail while others succeed

Norms may change, but right now it’s better to err on the side of caution when using AI in advertisements, study finds.