Bright idea

In an unlikely brand extension, Coors Brewing Co. is pitching Dura Chill, an underarm deodorant that should be refrigerated before application, KDVR-TV reported on July 29. The limited-edition hygiene product is said to smell like the breezes of the Rocky Mountains. “Coors Light is all about helping people ‘Choose Chill,’ ” said Marcelo Pascoa, vice president of marketing for the brand. “Dura Chill is like giving your underarms their own ice-cold beer.” The deodorant, available on the company’s website, sells for $14.99 and is limited to two per household.