Summer’s heat just got a cool new solution from an unexpected source. Coors Light, traditionally known for its refreshing beer, has made a surprising leap into personal care with Dura Chill, a refrigerated deodorant that’s turning heads and cooling underarms.

The product, launched in collaboration with antiperspirant company Duradry, isn’t just another marketing gimmick. Priced at $15, this innovative deodorant comes with cold-activated packaging that changes color – similar to their iconic beer cans – when it reaches peak refreshment. The brand promises a “Rocky Mountain Breeze” scent that combines crisp, clean notes of juicy pear and smooth vanilla, decidedly not smelling like beer.

Coors Light’s VP of Marketing, Marcelo Pascoa, playfully describes the product as “giving your underarms their own ice-cold beer” – a cheeky nod to their brand identity. The launch coincides with their sponsorship of the Leagues Cup, a North American soccer tournament, suggesting a strategic marketing move targeting sports fans and young consumers.

This isn’t an isolated trend. Other beverage brands are also venturing into unexpected product territories. Heineken recently released a beer-infused moisturizer in select Asian markets, signaling a broader industry shift towards experimental marketing.

While the Dura Chill deodorant initially sold out quickly, it represents more than just a novelty product. It reflects a growing consumer desire for brands that can surprise, entertain, and offer innovative solutions to everyday problems. Whether you’re battling a summer heat wave or just looking to add a unique twist to your personal care routine, Coors Light’s latest creation might just be the cool companion you didn’t know you needed.

For those interested in grabbing their own chilled underarm experience, keep an eye on Coors Light’s official shop for future restocks.