COORS LIGHT deploys billboards that help apartment tenants stay cool

Some Miami apartment buildings had blank white, sun-reflecting billboards installed on their rooftops courtesy of Coors Light in a bid to keep tenants cooler as summer approaches. The billboards weren’t meant to promote the beer brand but rather to prevent the sun from baking the rooftops, thereby allowing tenants to use less air conditioning (the signage couldn’t be used for promotion anyway since, in order to work, the billboards had to be laid flat and thus hidden from view). Riffing off the brand’s “Made to Chill” tagline, Coors Light called the signage “chillboards.” They went up in April but started coming down in May, replaced by a permanent coat of reflective white paint (also courtesy of Coors Light)—all part of the brand’s push to promote environmental protection and sustainability.