Coors Light has launched a new advertising campaign in Miami that serves two purposes: It’s opened up a sky-high medium to promote the beer while at the same time helping some Floridians Americans save on their home-cooling costs.
On rooftops in one residential complex in the perennially sweltering city of Miami, Coors Light has installed branded rooftop “Chillboards,” which use a special white coating from Mule-Hide Products that’s been proven to reflect 85% of sunlight.
On one roof Coors Light’s the ads’ paint lowered the surface temperature by as much as 50 degrees* – giving residents a way to lower their utility costs at a time when global temperatures are setting new records.
“Heat waves and rising temperatures are a very real and serious issue. Coors Light is all about bringing chill, and with Chillboards, we found a real and functional way to do that,” Alex Vertrees, associate marketing manager for Coors Light told Beer & Beyond. “Our thought was, what if our ads could chill communities as much as our beer does?”
To create the ads, Coors Light worked with creative director Set Free Richardson and street artist Andulaz the Artist. The Chillboards use a custom script that was designed to take up as much as 95% of roof space with slogans like “Coolest Ad in America” and “This Roof Chills up to 50 Degrees.”
Miami-Dade County has sought to combat warming by adding more cooling centers throughout the region, as well as installing cool pavement that reflects sunlight. The county even hired a “chief heat officer,” to oversee the county’s heat-reduction initiatives.
“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, Miami-Dade County’s chief heat officer. “If more communities started seeing the value of painting roofs white, we could cool down millions worldwide.”
Chillboards is Coors Light’s latest play in becoming a more sustainable brand. As part of the Chillboards campaign, Coors Light is giving away 5,000 gallons of reflective white paint. Consumers can visit chillboards.com to learn more about the program and its benefits, as well as to register to win paint.
“This is one of those surprisingly simple things people can do to reduce energy and save money,” Vertrees added “We realize not everyone can paint their roof white, but we hope Coors Light can inspire Americans to find unexpected ways to chill.”
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(All image credits: Coors Light)