In full heat wave in the United States, Coors Light beer has decided to move its iconic freshness promise beyond the consumption of its drink. In collaboration with Duradry, and with creativity signed by the Alma Agency, the brand has launched Dura Chill, a deodorant with cold activation technology that visually warns when it is ready to be applied. Thus, the product replicates the visual signal already known by Cours Light consumers: when cooling, the mountains of the container become blue.

Inspired by the viral tendency to store cosmetic products in the fridge to enhance its refreshing effect, the deodorant is presented as a coherent extension of the brand, which moves its visual code to a new consumption territory. “With hard Chill, we wanted to take the idea of ‘Choose Chill’ to a new level, starting with the armpits”said Marcelo Pascoa, Vice President of Marketing at Coors Light. “Whether you are watching a CUP Leagues match as if you simply try to cope with the heat wave, this product is like offering your body its own cold beer.”

Duradry, meanwhile, provides the high performance antitranspirant formula that gives functional support to the proposal. “With coars light we have turned sweat protection into an object worthy of the fridge”said Jack Benzaquen, founder of Duradry.

The launch of Hard Chill is aligned with the celebration of the CUP 2025 Leagues, a tournament that brings together the main soccer clubs in North America and which Coors Light is an official sponsor. Since July 29, the product has been put up for sale in limited edition through the online stores of both brands for a price of $ 14.99, but at the time of writing this news the stocks have already been exhausted.

According to Gabriel Ferrer, Executive Creative Director in Alma, “Dur Chill reimagines cold activation technology as a functional and emotional resource, turning a daily gesture into a tangible brand experience, useful and consistent with the tone of Cours Light.”