Coors Light Unveils ‘Chillboards’ That Cool Buildings Without Air Conditioning

In light of ever-increasing temperatures, Coors Light has come up with a new way to advertise its refreshing drinks that won’t only cool you down but save energy on buildings too.

Taking cues from the brand’s ‘Made To Chill’ slogan, the new billboards weren’t erected in the city center, but instead are painted atop apartment buildings in Miami using Mule-Hide Finish reflective white proof coating, which has been said to deflect 85% of sunlight. 

Even more intriguing, the slogans, thought up by advertising agency DDB, include phrases such as “Ads Nobody Can See, But Everyone Can Feel,” and are created with a typeface called ‘Coolest’, a hidden nod to the goal of the entire project.

Interestingly, it seems the reflective surface actually works, with one of the rooftops tested showing the paint alone lowered the temperature of the roof by nearly 50 degrees. In total, over 36,000 square feet of rooftops on 96 apartment blocks were painted, covering an area that would typically be taken up by 90 average-sized billboards.

“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. 

“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,” he added. 

As such, to further support this idea, Coors Light will be giving away 5,000 gallons of the roof coating to lucky winners who want to cool down this summer. Head here to find out more.

[via Ad Age and Coors Light / Business Wire, images via various sources]