The ad industry's self-regulatory group determined that Molson Coors should stop marketing its light beer products by implying their competitors’ light beers “taste like water”
a mid-2022 ad for Molson Coors’s Miller Lite in which a cyclist pours a can of generic light beer all over his face while a voice-over reads, “Light beer shouldn’t taste like water. It should taste like beer.”
The ad didn’t specifically mention AB InBev brands, which include Michelob Ultra and Bud Light, but the National Advertising Division found that the ad made a measurable claim without appropriate supporting evidence.CMO Today delivers the most important news of the day for media and marketing professionals.“Reliable sensory testing could demonstrate whether consumers detect a watery taste or the complete absence of taste,” the group said.
“In most cases, we find that…if you’re in an area where you’ve got an unnamed competitor who people generally always compare you to, that consumers are going to take away a message about one of those competing products,” said Laura Brett, vice president of the National Advertising Division. An AB InBev spokesman praised the decision. “True stewards of the beer industry should be working together to strengthen the beer category instead of resorting to misleading attacks that denigrate products enjoyed by millions of beer drinkers,” he said.“We vehemently disagree with this decision because we believe light beer should taste like beer, not water, and we are well within our right to share that belief,” Mr. Collins said in an emailed statement.
The National Advertising Division reviews between 100 and 150 cases each year, most of which are brought by advertisers challenging rivals’ marketing claims, according to Ms. Brett. Its judgments aren’t legally binding, and participation in the process is voluntary, but 90% to 95% of advertisers participate and agree to comply, Ms. Brett said.
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