Just in time for our first warm day in a while, today's Star Tribune had an ad from the Universal Media Syndicate for something called Mira-Cool.
As it's described in the ad, it sounds indistinguishable from the Cool Surges they were marketing last year, which I wrote about here.
Even better, Consumer Reports did a test in 2009 that concluded, 'Because of its negligible cooling in our tests, we've given the Cool Surge portable air cooler our Don't Buy: Performance Problem judgment.'
What was the test CR put it to? Here are the details:

We controlled conditions around [a 200-square-foot] room to simulate an 85°F dry summer day with a relative humidity of just 57 percent.
..Our string of sensors showed the device failed to appreciably lower the room's overall temperature during a four-hour test.
We also tested the Cool Surge at an even drier, desertlike setting of 25 percent relative humidity, again, at 85°F. Even in these conditions, which are suitable for an evaporative cooler, we measured a mere 2 degrees of cooling during the four-hour test.

Of course, I don't know that the Mira-Cool is the same exact machine inside as Cool Surge. Here are the similarities, based on the generalities available in the two ads.

Air cooler is blowing too much air. Press to lower the automatic temperature setting and reduce the amount of cooling. If you are too cold with the cooler running in Manual mode, then press to reduce the fan speed. You can also circulate fresh un-cooled air by pressing COOL until “Vent” displays. AIR NOT COLD ENOUGH You may find that with. Ripoff Report on: Mira-Cool - Miracool air coolers this is not a registered corporation that selling bad reputation and service ohio. To experience the #1 Cooling Bandanas neck coolers, simply soak in cool water for 10-15 minutes. The cooling crystals inside absorb the water and they swell. Wear around neck or head and as the water evaporates throughout the day it helps you stay cool.

• Cool Surge 'uses about 96% less electricity than air conditioners.' Mira-Cool 'uses 95% less electricity.'
• Both promote the idea of 'ice cooled air' (no hyphen), courtesy of two reusable ice blocks that are included. (Just like the kind you'd put in a picnic cooler.. you have to keep refreezing them in your freezer every four hours, a detail not provided in the ad).
  
• Both ads have quotes from an Operations Director named Chris Gallo or Christopher Gallow. Huh. What's up with the spelling change?
• It's even the same price -- $298 plus shipping, and you get a second one for free (except the shipping, which I understand from Consumer Reports and other sources runs about $50 per unit).

From looking at the two ads, it's clear that at least the outer shells of the two coolers are different, although they appear to be the same dimensions. It will take another review by Consumer Reports to find out if the Mira-Cool performs any better than Cool Surge.
Amusingly, the four photos across the bottom of the two ads are identical.. except they're not the same photos. Instead, the photos have been reshot with the same content:

• An older woman with her cooler, holding up some type of certificate or bill or something. It's even the same document, with a big red triangle in the upper right corner..just not the same woman. (They've given her a dog in the Mira-Cool ad. Nice touch, there.)
• A young girl rolling the cooler from left to right through a doorway.
  
• A family with mom, dad, two boys, and one girl playing a board game.
• A woman sleeping in a darkened room while the cooler looms over her.
  

Repackaging the ad, repackaging the product.. I wonder why? Didn't they build up any brand equity in the Cool Surge name last year?
One difference between the two ads: I didn't notice any claims about Mira-Cool being 'eco-friendly,' unlike last year's Cool Surge ad.
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Mira-cool Air Cooler/heater Mrcacl Manual

Here's a

Mira-cool Air Cooler/heater

list of my past posts

Mira Cool Model Mrcacl Instructions

about the Universal Media Syndicate, its many products, and its parent company, Arthur Middleton Capital Holdings.

Mira Cool Air Cooler Reviews

• Evaporative Air Cooler,air cooler,water air cooler(xe-02-14m manual nozzle)

  Name: Mobile type XE-02-14M Manual nozzle Wind Volume(m3/h): 13500 Wind Pressure(Pa): 160 Refrigeration amount(kw):47 Power(kw): 0.85/0.65 Voltage(V): 220/380 Fan Type: Axial Water Storage Volume(L): ..

• Evaporative air cooler(Water air cooler,Evaporative cooler,Swamp air cooler, Evaporative air conditi

  Evaporative Air Cooler is manufactured by Aolan Industry Co., Ltd in an ISO9002/CE/SASO quality enviroment. Designed to meet all over world electrical, water and other safety legislation. &..

• air cooler/ mini air cooler /electricl air cooler /air conditioner

  Air cooler Introduction * Company history: established in 2004 professional manufacturer specialized in heaters: * Industrial ..

• YH-A18S 18000m3/h desert water air cooler/evaporation air cooler device/evaporative air cooler

  Item no.: YH-A18S 18000m3/h evaporation air cooler device Air flow 18000m3/h Air pressure 180pa Electric power 380V Power comsumption 1.1kw Noise ≤73Db Overall dimension 1100*1100*..

• Industrial air cooler fan,garden air cooler fan,pro-environment air cooler fan

  Product mane : Air cooler fan , Air cooling fans,Industrial air cooler fans,garden air cooler fan, Plant air cooler fan,pro-environment air cooler fan Item No. Fan Dia. (mm) ..

• Evaporative Air Cooler,air cooler,water air cooler(xe-03-5)

  Name XE-03-5 Wind Volume(M3/h) 4000 Wind Pressure(Pa) 80 Refrigeration amount(kw)14 Power(kw) 0.4 Voltage(V) 220/50hz Fan Type Axial Water Storage Volume..

• YH-A18D 18000m3/h evaporation air cooler device/desert water air cooler/evaporative air cooler

  Item no.: YH-B18S 18000m3/h evaporation air cooler device Air flow 18000m3/h Air pressure 180pa Electric power 380V Power comsumption 1.1kw Noise ≤73Db Overall dimension 1100*1100*..

• CHARGE AIR COOLER ,Aluminum charege air cooler ,air compressor oil cooler

  Hydraulic fan oil cooler for excavator ,CHARGE AIR COOLER ,air compressor oil cooler. We have the most advanced vacuum brazing furnace and a complete set of production and ispection equipment, w..

• symphony air cooler , water cooler air conditioner , air cooler body plastic

  symphony air cooler , water cooler air conditioner , air cooler body plastic Product Description Product Description D series Air Cooler/Evaporator is a kind of cooling equipments which used with refrigerant units application..

• air cooler and warmer/air cooler/electric warmer/cooler fan/fan cooler

  Product categoriesAir COOLER/WARMERProduct modelFLB-12AProduct Item noL2AProduct description 1£©three speed2)far distance remote control3)8 hours timer4)large blowing place5)clear air6)Juno..

• eco-friendly,energy saving evaporative air cooler,desert cooler,water cooler, wet air cooler

  Xingke – Your Reliable Partner for Evaporative Air Cooler We offer high quality evaporative air cooler or desert cooler, swamp cooler ,water air cooler.We accept OEM and customised or..

• eco-friendly,energy saving evaporative air cooler,desert cooler,water cooler, wet air cooler

  Xingke – Your Reliable Partner for Evaporative Air Cooler We offer high quality evaporative air cooler or desert cooler, swamp cooler ,water air cooler.We accept OEM and customised or..

• Evaporative air cooler(Evaporative cooler,Desert Cooler, Evaporative air cooler) JH18AP-14T3

  Evaporative air cooler (Evaporative cooler,Desert Cooler, Evaporative air cooler) Swamp Cooler Industrial Air Cooler Industrial Air Conditioning Industrial Air Conditioner evaporat..

• air cooler and warmer/air cooler/electric warmer/cooler fan/fan cooler

  Product categoriesAir COOLER/WARMERProduct modelFLB-12AProduct Item noL2AProduct description 1£©three speed 2)far distance remote control 3)8 hours timer 4)large blowing place 5)clear .. Newhouse dt super condensed blackhead.

• Hydraulic fan oil cooler ,CHARGE AIR COOLER ,air compressor oil cooler

  Hydraulic fan oil cooler for excavator ,CHARGE AIR COOLER ,air compressor oil cooler. We have the most advanced vacuum brazing furnace and a complete set of production and ispection equipment, w..

• DHF KT-18DS evaporative cooler/ swamp cooler/ portable air cooler/ air conditioner

  DHF KT-18DS evaporative cooler/ swamp cooler/ portable air cooler/ air conditioner Features: “DHF” evaporative cooler apply to the open and semi open type places ,the products can send the natu..

• DHF KT-80YW portable air cooler/ evaporative cooler/ swamp cooler/ air conditioner

  DHF KT-80YW portable air cooler/ evaporative cooler/ swamp cooler/ air conditioner Features: “DHF” air conditioners apply to the open and semi open type places ,the products can send the natura..

• DHF KT-40BS portable air cooler/ evaporative cooler/ swamp cooler/ air conditioner

  DHF KT-20BS portable air cooler/ evaporative cooler/ swamp cooler/ air conditioner Features: “DHF” evaporative cooler apply to the open and semi open type places,the products can send the natur..

• DHF KT-18ASY portable air cooler/ evaporative cooler/ swamp cooler/ air conditioner

  DHF KT-18ASY portable air cooler/ evaporative cooler/ swamp cooler/ air conditioner Features: “DHF” air conditioners apply to the open and semi open type places ,the products can send the natur..

• DHF KT-18ASY portable air cooler/ evaporative cooler/ swamp cooler/ air conditioner

  MODEL power air volume voltage the material blade KT-18ASY 1.1kW 18000 380/220V 50/60Hz 3 pcs aluminum fan noise weight Plug send distance outside 65d(BA) 95KG ..