‘Cruel Summer’ Meets ‘Cool’ Summer

Cool Is Hot campaign makes surprise appearance in Detroit during first Taylor Swift concert
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The Cool Is Hot mobile billboard stops in front of Little Caesars’ Detroit headquarters over Memorial Day weekend. Photo by Izabela Skonieczka, courtesy of Factory Detroit Inc.

Michigan Wine Month may have been over, but that didn’t stop the Cool Is Hot campaign from having one last hurrah on June 9 — at the same time a special guest was taking the stage at Ford Field.

After a successful run during Memorial Day weekend, the Cool Is Hot mobile billboard made its way through Detroit again on June 9 in the late afternoon and evening, right when downtown was filled with people attending the Taylor Swift concert.

That last push potentially put the Cool Is Hot message in front of many more eyes, promoting Michigan wine to both locals and visitors from afar — a fitting close for the comprehensive industrywide advertising campaign from the Michigan Wine Collaborative and Factory Detroit Inc.

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