Introduction to Dura Chill
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.
Product Features
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.
Industry Trends
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
The launch of Dura Chill by Coors Light marks a unique entry into the personal care space, leveraging the brand’s iconic imagery and refreshing theme to create a product that stands out. As beverage brands continue to explore new avenues for engagement, it will be interesting to see how consumers respond to these unconventional products.
FAQs
Q: What is Dura Chill?
A: Dura Chill is a refrigerated deodorant launched by Coors Light in collaboration with Duradry, billed as the “first-ever refrigerated deodorant.”
Q: How much does Dura Chill cost?
A: Dura Chill costs $15.
Q: What is the scent of Dura Chill?
A: The deodorant’s scent 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 the Leagues Cup?
A: Yes, the launch of Dura Chill coincides with Coors Light’s role as the official beer sponsor of the Leagues Cup.
Q: Are other beverage brands also launching personal care products?
A: Yes, other brands like Heineken have also been exploring the beauty and wellness space with products like the Heineken Smootheriser, a beer-infused moisturizer.
