Coors Light is bringing a whole new meaning to staying cool this summer, not with another lager, but with a deodorant that chills right next to it in the fridge.
The beer brand has officially entered the personal care space with Dura Chill, a collaboration with antiperspirant company Duradry. Billed as the “first-ever refrigerated deodorant,” the product dropped on July 29 and quickly sold out.
True to Coors Light’s frosty branding, the $15 stick features cold-activated packaging: the iconic mountains on the label turn blue when the deodorant is at peak refreshment, just like their beer cans.
And no, it doesn’t smell like beer. The deodorant’s scent is dubbed “Rocky Mountain Breeze,” which the brand describes as a “crisp and clean” aroma with notes of juicy pear and smooth vanilla.
“Whether you’re sweating through a heat wave or just trying to stay chill while watching a Leagues Cup match,” said Coors Light VP of Marketing Marcelo Pascoa in a press release, “Dura Chill is like giving your underarms their own ice-cold beer.”
The quirky product coincides with Coors Light’s role as the official beer sponsor of the Leagues Cup, the annual North American soccer tournament.
Other beverage brands have also been dipping into beauty and wellness. Earlier this year, Heineken unveiled a surprise skincare product of its own, a beer-infused moisturizer called the Heineken Smootheriser. What started as a marketing joke became a real product, released in Taiwan and Cambodia.
“Consumers are engaging with brands in more unexpected ways,” Heineken said in an April press release. “We’re stepping beyond traditional marketing to create something playful and disruptive.”
