Molson Coors launched a summer beer campaign that centered around the theme that their beer is “Colder than…” many frosty things, including people from Toronto. The advertising blitz was launched in British Columbia with several billboards advertising the slogan that Molson Coors is “Colder Than the People of Toronto.”
The beer company apologized and bowed to pressure from no less than 20 angry Toronto residents who saw the billboards and had a meltdown. The offensive ads are in the process of being taken down and this costly campaign will force Molson Coors to think twice about poking fun at certain segments of the Canadian population.
It’s interesting how billboard ads have traditionally been used to depict racy, overly sexual men and women to sell their product and that appears to be okay with the majority of the Canadian public. But pick on the people of Toronto in a billboard? You’ve been warned... Ain’t gonna happen, my friend!