September 2023 | Bray & Co Launches Portacool’s First National Brand Platform, “Keep America Cool”

New York, NY — September 2023 — Bray & Co launches “Keep America Cool,” Portacool’s first-ever national brand platform, marking a decisive shift from functional messaging to emotionally driven brand leadership.

The platform is born from a simple realization: Portacool’s greatest strength is not its product specifications, it is the role the brand plays in people’s lives. From warehouses and workshops to job sites and factories, Portacool enables work to continue when conditions are at their toughest.

Rather than talking about cooling units, the brand speaks to the people who rely on them.

“‘Keep America Cool’ isn’t about making noise,” says Peter Bray. “It’s about giving the brand a point of view that people can feel. When you focus on the human truth, everything else becomes clearer.”

The platform reframes Portacool as a brand that supports resilience, pride, and progress. It celebrates the environments where real work happens and the people who show up every day to keep things moving. In doing so, it elevates Portacool beyond a functional solution and into a symbol of reliability and respect.

From the outset, the work is designed to live everywhere Portacool shows up. Creative and media are developed together to ensure the platform scales across paid media, digital channels, and retail environments without losing clarity or impact.

This integration proves critical. In crowded media spaces, the work stands out because it is emotionally grounded and instantly recognizable. In retail and distribution environments, the messaging reinforces Portacool’s value in a way that feels authentic and differentiated.

The platform also gives Portacool a system rather than a single campaign. “Keep America Cool” is built to evolve, allowing the brand to extend the idea across seasons, markets, and moments while maintaining a consistent voice.

For Portacool, the launch marks a transition from category participant to category leader. It signals confidence in the brand’s identity and a willingness to lead with meaning rather than mechanics.

For Bray & Co, the work reinforces a core belief: the most effective brand platforms are the ones that rise above category norms and speak to something bigger than the product itself.

The launch demonstrates how creativity, when paired with media intelligence and strategic discipline, drives both memorability and performance. In a category defined by sameness, “Keep America Cool” gives Portacool something rare: a reason to be remembered.