How the Coors Light brand extension is ‘owning chill’
Molson Coors-owned beer brand Coors Light is co-marketing a new deodorant that is being released in cold-activated packaging.
The collaborative deodorant launch, named Dura Chill, is part of the beer brand’s Choose Chill marketing campaign and is being released from 29 July in time for the Leagues Cup kick off.
Speaking to the drinks business, Coors Light vice president of marketing Marcelo Pascoa said: “At Coors Light, we’re always looking for new ways to bring our ‘Choose Chill’ campaign to life – beyond the beer itself.”
The Coors Light brand is no stranger to its novel marketing moves as well as appealing to consumers beyond the beer category with activations such as its Case of the Mondays marketing after the Super Bowl, its beer-flavoured lollipops, its quarantine clutter in exchange for its weight in free beer moves during the pandemic and its release of a thermochromic nail polish that changed colour when holding a cold beer.
As the company moves forwards with its latest marketing activation Pascoa explained to db: “With Dura Chill, we saw an opportunity to take the same cold-activated technology that’s iconic to our cans and apply it to an unexpected space in a way that feels fresh, relevant, and fun.”
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According to Pascoa, the technology works “just like Coors Light’s cold-activated cans” and “features the same technology to signal chill” for instance all people need to do it place it in the fridge, and “when the mountains turn blue, it’s ready to deliver Rocky Mountain freshness straight to your underarms with an instant cooling effect and all-day sweat protection”.
Pascoa told db: “It’s a bold brand extension that reinforces our commitment to owning ‘chill’ – especially during those heated, summer moments when consumers need it most.”
Duradry founder Jack Benzaquen added: “Sweat happens, but staying cool should be effortless. With Coors Light, we turned high-performance sweat protection into a fridge-worthy summer flex. Dura Chill is proof that even your pits deserve to chill like a beer.”
The new Dura Chill deodorant will be available in limited quantities from the Coors Light or Dura Dry webshops and retailing at US$14.99 each.
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