🟨 Coor Light: How to Stay Chilled and Save More Money
Nobody can see it but everybody can feel it...
Hey there!
Every other Wednesday, I share a Marketing Campaign example to help you get fresh ideas and actionable insights to sell more and grow your business.
I recently read a guide, “Making and Maintaining Friendships”. While making friends may be easy for a lot of people, the real work lies in maintaining the newly minted relationships.
So how do you support and show your friends that you love them when they are experiencing a big life change?
Food, Money and Presence.
Extreme heat waves can cause more damage to communities than one might imagine. Coor Light, the beer brand wanted to live up to its "Made to Chill" vibe, so they created a solution in response to ‘How can we chill everyone?’.
Coor Light launched the ‘Chillboards campaign’ in Miami, a city with a tropical climate which has one of the highest average heat waves in the country.
In some areas, there are so many buildings and few green spaces that they get really hot during heat waves. And when it gets hot, low-income families often face a tough choice: pay for electricity to use air conditioning or buy food for the week.
The Chillboards campaign involved painting the roofs of buildings in Miami with white billboards which reflect 85% of sunlight and reduce surface temperature by 50 degrees.
The science behind Chillboards is quite simple. Dark surfaces absorb sunlight, but the specially formulated white coating reflects them, leading to a cooler temperature.
The brand worked with a local artist, Andaluz to design a custom font for the white roof billboards, hoping to lower internal temperatures and help residents save money on electricity.
Most brands wouldn't install billboards where they can't be seen, but Coors Light did. It wanted to create awareness about a simple energy-saving tip and help people stay cool during the hottest season of the year.
Chillboards is an example of a Sustainability Marketing Campaign.
The Chillboards lowered roof temperatures by 28°C and reduced indoor temperatures by 6°C. This cut down the use of air conditioning, saving the community $40,000 each year. Coors Light also provided 5,000 gallons of reflective white paint to consumers giving them the opportunity to reduce the temperature of their homes.
🍉 Action Points
Brand alignment - Coors Light wanted to stay true to its "Made to Chill" message, so they found a way to help people literally chill during extreme heat waves. By addressing a real-life issue with a practical solution, Coors Light aligned their product with a community need, improving brand relevance and trust.
Visibility vs. Impact - Placing billboards where they couldn't be seen highlighted a focus on impact over visibility, setting Coors Light apart from other brands. It focused on creating awareness about energy-saving tips and helping people stay cool.
Sustainability focus - Chillboards is a great example of sustainability marketing, showing how a brand can help the environment and the community while promoting their message. It wasn't just about selling beer; it was about promoting energy efficiency and reducing carbon footprints.
🗂 More Stuff on Sustainability Marketing Campaigns
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