Coors Light may have to defend its cold can cred
An industry advertising watchdog asked the brewer to back up its claims of having 'the world's most refreshing can,' and has referred the matter to the FTC.
Call it a cold war: Anheuser-Busch InBev (BUD) wants rival brewer MillerCoors to prove the claims it makes in its Coors Light ads about how it keeps its beers cold.
To that end, the Budweiser brewer filed a complaint to the advertising industry's self-regulatory unit, challenging claims that Coors Light's new can "was somehow technologically superior to other beer cans and provides a more refreshing beverage experience."
According to AdWeek, MillerCoors -- a joint venture between Molson Coors (TAP) and SABMiller -- refused to cooperate with the probe, forcing the National Advertising Division of the Advertising Self-Regulatory Council (ASRC) to take the unusual step of referring the matter to the Federal Trade Commission.
"It's particularly unusual for a major advertiser not to participate," Linda Bean, an ASRC spokeswoman, told the trade publication, adding that it happened only four times last year out of the 111 cases it considered.
The scientific lab-themed ads, some of which feature rapper Ice Cube, call the Coors Light vessel "the world's most refreshing can," with "beer on the inside, science on the outside," and claim it provides a "smoother, more refreshing pour."
Jonathan Stern, director of media relations at MillerCoors, called the complaint "frivolous and an inappropriate use of NAD's resources," saying that all the claims about the can are either "acceptable marketing puffery or have been proven through extensive testing as accurate." The NAD is an investigative unit of the ASRC run by the Council of Better Business Bureaus.
Coors Light is second only to Bud Light, which has held the No. 1 spot in the segment for two decades, according to research firm Consumer Edge Insight. The two brands account for about 27% of the beer market. However, people who used to drink light beer are now buying craft beers, ciders or aren't drinking alcohol at all, says David Decker, Consumer Edge president.
"They are losing consumers and occasions to lots of different places," Decker says.
A recent Consumer Edge survey paints a particularly depressing picture of the light beer market, according to CNBC.com. A whopping 40% of drinkers aged 21-27 have grown "tired of the taste" of premium light beers and 37% described the segment as "watery."
In response, the brewers are launching so-called "line extensions," such as Bud Light's Lime-A-Rita, to help stem the sales loss -- even though beer aficionados may take a dim view of them, Decker says.
--Jonathan Berr does not own shares of the listed stocks. Follow him on Twitter: @jdberr.
Refreshing, by definition, is subjective... Like taste or smell.
What a waste of federal money. THe FTC needs extra sequestering if they have this kind of money to waste.
Bud must be hurting... they have time and money for that? How stupid. They should challenge McDonalds and the photo's of those big, thick, and juicy burgers they show on TV... they don't look the same when I get one.
Big corporate BS... If they can't compete, go crying to the government. Next thing you know, Bud will need a bailout (and they are not even a US company any more)!!!!
Who cares, both companies are not American anymore, just like Chrysler, Fiat
With that said, just because AB wet themselves over what Coors Light is doing, I will stop buying their products and support MillerCoors as my go-to cheap staple. Buh-bye Bud. You a$sholes wasting our money with this nonsense just properly motivated me to stop wasting money on YOUR nonsense!
While working for a Coors distributor in Texas, all retailers received our beer cold but many left the beer on the floor instead of in their coolers due to the limited amount of cooling space. Since Coors is the only beer that is not pasteurized, it will turn sour if left out on the floor or even worse on the distributer's warehouse. The next time you purchase beer, check & see how many cases are left out on the floor or how many may not be very cold to the touch.
So BUT WIPER is whining because they haven't come up with a new gimmick since the talking frogs.
Its an advertisement not scientific medicine needing a prescription
More corporate ****, BUD has been going downhill, and just want to bring attention to there brand.
Drink BUD only if that's all my friends have, but I prefer COORS LIGHT.
I guess if bud light didn't taste so bad they wouldn't have a problem, fix your crappy taste and leave Coors light alone and all Coors light drinkers the pint cans with the screw on taste better than the 12 oz can and you get more beer, which reminds me I think im goin to have a cold Corona,
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