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They're not labeling the cooler, they're just letting you know that they're cooler than you are.
Picture Cooler race accidents have spiked sharply this year, leading Americans to ask themselves "Just what the hell is cooler racing?"
Picture A cooler you can ride around on. Is the Cruzin' Cooler the greatest invention of the past 25 years? Before you answer, notice that it comes with a sidecar for your dog.
Picture "We locked him out on the balcony for pissing his pants on our couch. When he woke up in a drunkin stupor he used the cooler as a battering ram to get back in."