Relax, Have A Nice Refreshing Can
Is it possible for a beer can to be “refreshing?” Not the beer inside the can, but the can itself. MillerCoors says yes indeed. In fact the brewer did some very extensive research (obviously or it wouldn’t be making such a bold claim) to show that its Coors Lite Beer can is “the world’s most refreshing can.” If true, that’s pretty damn refreshing—after all, there are a heck of a lot of cans in the world. Although honestly we’re not really sure what that means. Competing marketers at Anheuser-Busch have a pretty good idea though. They think the definition can be summed in a one word—Bullshit! A-B has taken its rival to task, challenging MC’s “most refreshing can” assertion and a pack of other claims made on Coors Light cans and packaging, on social media sites, on its Coors Lite website and in recent TV commercials. A-B also says that MC’s implied claim that Coors Lite cans, with “2 stage cold activation and frost brewed liners” are “technologically superior,” is unsubstantiated hot air. A-B took its claims to the National Advertising Division, the industry self-regulatory body. The NAD in turn asked MC to cooperate with an investigation it opened regarding the A-B challenge. In a move that didn’t help bolster its case, MC declined. Next up: Possible scrutiny by the Federal Trade Commission, where the NAD has referred the matter.