After the Toronto Star's western bureau in Vancouver reported the ads that claim the beer is "Colder than most people from Toronto" Tuesday, Adam Moffat, brand marketing manager for Molson Coors Light, said he received as many as 40 complaints.
"I've been on the receiving end of a few e-mails," he told the Canadian Broadcasting Corp. "Clearly we've struck a chord with Toronto civic pride."
Earlier, he said the 30 billboards would remain in place as scheduled until September, but now says they'll be replaced.
"We were playing up local humor and regional rivalries and having a bit of fun with that," he said, adding no offense was intended toward Canada's largest city and beer market.
2014: The Year in Fashion [PHOTOS]
UPI Almanac for Sunday, Sept. 21, 2014