“Keep America Cool”

Portacool’s first-ever national brand campaign was launched by the newly named agency of record: independent strategy, media and creative agency Bray & Co. The agency won the business after a competitive pitch, with no incumbent.

The “Keep America Cool” campaign breaks new ground for Portacool with long-form advertising, AI driven placement and a storytelling approach to the creative. There are more than 300 assets in the campaign; however, the core assets are the 60-second brand films and 30- and 15-second spots.

The national brand media strategy, devised and implemented by Bray & Co, includes TikTok, Instagram, LinkedIn, connected TV, programmatic display, YouTube and search. Various third-party data providers—to ensure targeted media buying—are also enabled, including IBM’s Watson AI to provide predictive media data sets.

“At Portacool, we know the important role Portacool evaporative coolers have played in people’s lives for more than 30 years. As so many people get back to work with the heat starting to rise around our nation, it’s the right time to let everyone know that Portacool will continue to be right there with them and Keep America Cool,” says Ben Wulf, CEO of Portacool. “We are driven by our growth mandate, and Bray & Co is the right partner to achieve our goals.”

“When we first started working with Portacool, we quickly realized not only how authentic Portacool is but also how open the company is to undertake innovative advertising to extend its lead in the evaporative cooling category,” states Peter Bray, CCO at Bray & Co. “When you have a relationship between two companies that have shared aspirations, you inspire each other, and the great storytelling in the Keep America Cool campaign, combined with some very innovative data-driven advertising tactics, is the result of shared ambition.”