Introduction to Coors Light’s New Product
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.
Features of Dura Chill
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.
Marketing and Promotion
“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.
Trends in Beverage Brands
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.”
Conclusion
Coors Light’s launch of Dura Chill marks a unique entry into the personal care market, leveraging its brand identity to create a product that is both functional and attention-grabbing. As beverage brands continue to explore new avenues for engagement, products like Dura Chill and the Heineken Smootheriser indicate a trend towards innovative and sometimes unexpected brand extensions.
FAQs
- Q: What is Dura Chill?
A: Dura Chill is a refrigerated deodorant launched by Coors Light in collaboration with Duradry. - Q: How much does Dura Chill cost?
A: Dura Chill is priced at $15. - Q: What is the scent of Dura Chill?
A: The scent of Dura Chill is dubbed “Rocky Mountain Breeze,” described as a crisp and clean aroma with notes of juicy pear and smooth vanilla. - Q: Is Dura Chill related to any sports events?
A: Yes, its launch coincides with Coors Light’s role as the official beer sponsor of the Leagues Cup. - Q: Are other beverage brands also exploring personal care products?
A: Yes, brands like Heineken have introduced skincare products, indicating a trend towards brand extensions into beauty and wellness.
