BELOIT, Wisconsin – Rooftop billboard installations from
beer brand Coors Light used reflective white roof coating
from Mule-Hide Products Co. Inc. to inspire people to
make energy-efficient choices.
The “Chillboards” were painted atop 12 apartment
buildings in Miami using A-300 Finish, part of Mule-Hide
Products’ acrylic roof coating system. Described by Coors
Light as “Ads Nobody Can See, But Everyone Can Feel,”
they highlighted the benefits of reflective roof coatings in
keeping buildings cooler and reducing air conditioningrelated energy use and costs.
More than 36 thousand square feet of black roof surface
– the equivalent of 90 average-size billboards – was
coated, with each rooftop featuring a phrase such as
“Made to Chill,” “Ads Keep Temps Down,” “Chillboards
Help Cut AC Costs,” “Chilling the Roof Up to 50 Degrees,”
and “It’s Like a Coors Light for Your Roof.” The billboards
used a new typeface called “coolest” that was designed
to cover more than 95% of each roof’s surface.
The billboards were meant for short-term display. They
have been recovered in full with A-300 Finish.
“It was fun to have been part of this creative campaign to
educate people about the benefits of cool roofs,” said
Mule-Hide Products Marketing Manager Jenny Emann.
“Particularly in warm climates, like Miami, covering dark
roofs with reflective roof coatings can produce big
returns in keeping building interiors cooler and building
occupants more comfortable, reducing the need for air
conditioning and helping mitigate the urban heat island
effect.”
A-300 Finish has an initial solar reflectance of .85,
meaning that a newly coated roof reflects 85% percent of
solar radiation. In a test conducted on one of the
“Chillboards,” the coating lowered the surface
temperature of the roof by as much as 50 degrees.
Coors Light worked with creative director Set Free
Richardson and street artist Andaluz The Artist to
produce the Chillboards.
A-300 Finish is used as the top coat when applying the
Mule-Hide Products acrylic roof coating system. It
delivers exceptional durability, high resistance to the
effects of ultraviolet light, and superior flexibility in lowtemperature environments.
A-300 Finish is Cool Roof Rating Council (CRRC®)-rated
and ENERGY STAR®-listed. By reflecting solar energy back
into the atmosphere (a property known as reflectivity)
and releasing much of the heat that is absorbed back into
the atmosphere (a property known as emissivity), it helps
building owners reduce energy consumption and costs by
keeping temperatures inside buildings lower and
improving the efficiency of rooftop air-conditioning units.