White Claw installs cooling billboardBy Georgie Collins
Hard seltzer brand White Claw has installed a six-metre wide ‘frost-fuelled’ billboard in east London to offer commuters the ‘ultimate cool down’.
As UK temperatures exceeded 40°C yesterday (19 July), White Claw installed a temporary billboard structure built with specially-designed cooling strips, heat-proof paint and touch-activated gel-centred cooling mats that work by absorbing the body heat of people interacting with the board.
The interactive billboard features a thermometer, so passers-by can get a guaranteed ‘refrigerated and invigorating cool down experience’ as they place their palms and foreheads to the ‘cool-to-the-touch’ wall.
People are also encouraged to ‘hug the mural’ to help cool down body temperatures.
Michael Dean, head of marketing at White Claw UK, said: “With record breaking temperatures, we wanted to give Londoners a much-needed moment of light refreshment on this scorching day. What better way to cool them down than with a White Claw in hand and a billboard that will absorb all heat.”
The visual design of the board emanates ‘icy cool waves of refreshment’.
The ‘cool wall’ billboard can be found at 83 Redchurch Street, Shoreditch for two weeks.
The hard seltzer brand recently invested more than £4 million (US$5m) in supporting more than 40 UK festivals this summer.
In March, the brand debuted White Claw Surf, a variety pack with four new hard seltzer flavours.
The brand also took the top spot in our list of the biggest-selling RTD (ready-to-drink) brands of the last year, having sold 65 million cases in the last 12 months.