Anheuser-Busch challenges Coors Light ad claims

Aug. 17, 2013 at 2:57 PM

DENVER, Aug. 17 (UPI) -- An ad industry group has forwarded to U.S. regulators a complaint by Anheuser-Busch over several MillerCoors' claims in Coors Light commercials.

A-B initially complained to the Advertising Self-Regulatory Council -- part of the Council of Better Business Bureaus -- that the ads, featuring rapper Ice Cube, are deceptive and misleading because they claim canned Coors Light is "beer on the inside, science on the outside," "locks in frost-brewed taste" and is "a smoother, more refreshing pour."

MillerCoors spokesman Jonathan Stern said in a statement the ads' claims are either scientifically verifiable or represent "acceptable marketing puffery," The Denver Post reported Saturday.

MillerCoors, which has called the challenge was frivolous, has advised the Ad Council the ads will not run past November, the newspaper said.

The Ad Council has taken the case to the Federal Trade Commission, alleging MillerCoors refused to cooperate with its review of the campaign.

Colorado State University marketing Professor Stan Slater, who once worked for Coors, told the Post A-B will have a difficult case to prove since puffery in advertising is "not considered to be illegal or unethical."

Related UPI Stories
Latest Headlines
Trending Stories
House Majority Leader Kevin McCarthy drops bid for speaker
WikiLeaks offering $50K for video of Afghan hospital bombing
Murdoch sorry for implying Obama's not a 'real black president'
Reid sues exercise companies over eye injury
Lumber Liquidators to pay $10M in DOJ settlement