Coors Light Cools Miami With Chillboards

Coors Light wants to become a more sustainable brand, and the Chillboards campaign, part of its "Made To Chill" creative, promotes that end.

People don't see the campaign — they feel it.

The agency is DDB Chicago, NORD DDB and adam&eveDDB.

Coors Light has launched an OOH ad campaign in Miami that gives the brand aerial visibility and encourages Americans to save on home cooling.

The company has installed minimally branded rooftop “Chillboards” on 12 high-rise residential roofs, using a special white coating from Mule-Hide Products that reportedly reflect 85% of sunlight.

“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,” says Alex Vertrees, associate marketing manager for Coors Light. “Our thought was: What if our ads could chill communities as much as our beer does?"

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.”

To augment the Chillboards push, Coors Light is giving away 5,000 gallons of reflective white paint. Consumers can visit to learn about the program and register to win paint.

The program follows the brand's announcement in March it would eliminate plastic six-pack rings by 2023.

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