A study conducted by the Sustainability Research Centre at the University of the Sunshine Coast, in Australia, showed that blue surfaces absorb less solar radiation and reflect more ultraviolet rays, being cooler than others; like the red ones, for example, which absorb almost all wavelengths and therefore tend to get hotter. Therefore, blue is more refreshing than red. To prove this theory, we tested the temperature of blue (Pepsi's flagship color) vs. red (the competition's color), in one of the hottest cities in Colombia: Santa Marta, which during the third quarter of the year reaches temperatures of up to 42° degrees Celsius. And we did it on a billboard that displayed the two colors connected to a digital thermometer to capture the temperature of each surface in real time.