Funny Beer Ad: Puffery or Ad Claim?

The beer wars between Anheuser-Busch and Molson Coors continue.

In 2019, Molson Coors sued Anheuser-Busch over a Super Bowl LIII ad claiming that Miller Lite and Coors Light were sweetened with rice rather than corn syrup.

=> The Latest Dispute

The latest dispute:, Anheuser-Busch filed a Fast-Track SWIFT challenge with NAD against Molson Coor’s claim, “light beer shouldn’t taste like water, it should taste like beer.”

In the ad’s 15-second video, a guy riding a bike uphill stops for a break, opens a beer with a with colored blue similar to Bud Light's packaging and pours the beer over his head.

=> NAD’s Findings

??? *? NAD found that the claim “Light beer shouldn’t taste like water...” is not puffery or a mere opinion.

??? *? NAD determined that the claim tasting “like water” was a measurable attribute that could be determined factually based on reliable sensory testing involving whether consumers detect a watery taste or the absence of taste.

??? *? NAD’s result: the ad should be discontinued since Molson Coors “did not submit evidence supporting the claim that any other light beers ‘taste like water.’”

Yours,

Chip Cooper

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