Coors Light has a new cold one for you to crack open.
After all, as the company continues to produce its light lager, it has now expanded to the personal care space with its new Dura Chill deodorant.
In collaboration with the deodorant brand Duradry, Coors Light launched the “first-ever chill deodorant” on July 29, which features packaging that confirms when it’s “at its most refreshing,” according to the beer’s website.
The company noted it developed “the first-ever deodorant designed to be refrigerated next to your beer.” Just like the Coors Light aluminum cans, the mountains on the packaging turn blue when it’s ready for use.
As for what the $15 now sold-out deodorant smells like?
Don’t worry, unlike the grainy aroma of the beer, its personal care counterpart is “Rocky Mountain Breeze.”
Coors Light Vice President of Marketing Marcelo Pascoa told USA Today that the scent is “crisp and clean” with hints of “juicy pear and smooth vanilla.”
With the company being the official beer sponsor for the Leagues Cup, the annual North American soccer club tournament, the brand leaned into what athletes and fans really need.
“Whether you’re sweating through a heat wave or just trying to stay chill while watching a Leagues Cup match,” Pascoa shared in a July 29 press release, “Dura Chill is like giving your underarms their own ice-cold beer.”
But Coors Light isn’t the only beer company to raise eyebrows by crossing into unexpected spaces. In fact, what started off as a joke for Heineken became a real special-edition lotion.
“Blurring the boundaries between beer and beauty, the cream draws inspiration from Heineken Silver’s crisp, easy-drinking formula, taking its smoothness beyond just beer,” the company shared in an April press release. “At a time when consumers are engaging with brands in more unexpected ways, Heineken Silver is leaning into cultural trends, stepping beyond traditional marketing to create something playful and disruptive.”
The Heineken Smootheriser, which launched in Taiwan and Cambodia, is infused with the “same quality barley and hops” as the beverage to replicate its “signature crisp taste.”
