Coors Light Cold Activated Dura Chill Deodorant Actually a Thing

Watching any sports on TV, if you see a commercial for any of their beers, you always catch glimpses of Colorado's Rocky Mountains somewhere in the commercial.

Coors and Coors Light have been synonymous with our state since, well, long before any of us were watching TV. And creative ad campaigns over the years have done nothing but solidify their connection to Colorado.

Even one of our mountains - Wilson Peak near Telluride - is on their can.

Now they're bringing a new blast of the Rockies to ... an armpit near you? Bizarre, but true, the Molson Coors Brewing Company is releasing a limited edition DEODORANT that allegedly smells like "the breeze of the Rocky Mountains."

Related: How Colorado's Coors Beer Survived During Prohibition

Is today actually April 1st? Is this really happening?

Posted right on their social media, it says:

You read that right. You're supposed to keep this deodorant in the fridge, right next to your beer.

Not going to lie, with the heat we've been happening this feels like a pretty solid play to me. Imagine being outside sweating in the heat, working in the yard and finding yourself in need of a little fresh smell.

More: Coors Delivers Cold Beer to 101-Year Old World War II Veteran

Simply pop into the kitchen, grab your deodorant out of the fridge and freshen up while also cooling off. Kinda genius!

If you're wondering, they say no beer is used in the making of the deodorant. Not sure if that makes this better or worse!

The website says it's already sold out, but you can enter to win some.