You read that right, one of America’s largest beer brands installs minimally branded rooftop billboards, painted with reflective white roof coating, proven to cool a building down
Globally, 2021 was ranked the fifth warmest year on record since 1880.* Heat waves are more frequent, and in Miami, there have been more 90-degree days than ever before. Air conditioners are humming non-stop, utility bills are skyrocketing, and overall, we’re just hotter. Today, Coors Light is debuting “Chillboards,” rooftop billboard installations proven to cool buildings down.
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COORS LIGHT UNVEILS ENERGY-EFFICIENT ROOFTOP ADS, INSPIRING AMERICANS TO REDUCE HOME-COOLING COSTS THIS SUMMER (Photo: Business Wire)
The minimally branded rooftop installations are located atop apartment buildings in Miami and painted with Mule-Hide Finish reflective white roof coating, a formula proven to reflect 85% of sunlight. On one rooftop tested, Coors Light discovered the ad lowered the surface temperature of the roof by as much as 50 degrees. View how it works in this short video.
“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,” said Marcelo Pascoa, vice president of marketing for the Coors Family of Brands. “We realize 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 Coors Light ads, which have different phrases like, “Chillboards” and “Ads Nobody Can See, But Everyone Can Feel,” are written in the typeface “coolest,” 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, Miami-Dade Chief Heat Officer. “If more communities started seeing the value of painting roofs white, we could cool down millions worldwide.”
In support of the program, Coors Light is giving away 5,000 gallons of roof coating. For more information, visit www.Chillboards.com.
Coors Light worked with Creative Director, Set Free Richardson, and Street Artist, Andulaz The Artist, to produce the Chillboards.
In March, Coors Light spearheaded efforts for Molson Coors to move away from 6-pack plastic rings by the end of 2025, a move that will eliminate 400,000 pounds of single-use plastic annually. Learn more about Coors Light sustainability agenda.
About Molson Coors
For more than two centuries, Molson Coors has been brewing beverages that unite people to celebrate all life’s moments. From Coors Light, Miller Lite, Molson Canadian, Carling, and Staropramen to Coors Banquet, Blue Moon Belgian White, Blue Moon LightSky, Vizzy Hard Seltzer, Topo Chico Hard Seltzer, Leinenkugel’s Summer Shandy, Creemore Springs, Hop Valley and more, Molson Coors produces many beloved and iconic beer brands. While the company’s history is rooted in beer, Molson Coors offers a modern portfolio that expands beyond the beer aisle as well. Our Environmental, Social and Governance strategy is focused on People and Planet with a strong commitment to raising industry standards and leaving a positive imprint on our employees, consumers, communities, and the environment. Learn more about Molson Coors Beverage Company, visit molsoncoors.com, MolsonCoorsOurImprint.com or on Twitter through @MolsonCoors.
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ALISON BROD MARKETING + COMMUNICATIONS
Brooke Scher Mogan