The Nationwide Promoting Division of BBB has decided that Molson Coors ought to discontinue advertisements that say “mild beer shouldn’t style like water. It ought to style like beer.”
The choice represents a victory for Anheuser-Busch InBev, which introduced the problem after Miller Lite commercials working final spring used the phrase in an obvious jab at A-B InBev’s Michelob Extremely model. Molson Coors said it has appealed the choice to the Nationwide Promoting Evaluate Board, the appellate-level truth-in-advertising physique of BBB Nationwide Packages.
NAD mentioned it decided that Miller Lite’s “style like water” declare “just isn’t puffery or a mere opinion.”
“Though no particular competing mild beer is recognized by title within the challenged movies, NAD decided that tasting ‘like water’ is a measurable attribute. Dependable sensory testing may show whether or not shoppers detect a watery style or the entire absence of style. Shoppers may additionally moderately anticipate that the assertion is supported by such proof,” the NAD mentioned in explaining its ruling.
