Coors Light installs energy-efficient rooftops ads inspiring Americans to reduce home-cooling costs
Posted on 2022 May,11

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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, the ABV light beer, is debuting “Chillboards,” rooftop billboard installations proven to cool buildings down.

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. 

“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.  

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. 

This campaign has been developped by DDB Chicago and NORD DDB.