Anheuser-Busch Asks Regulators To Look Into Coors Claim Of "The Worlds Most Refreshing Can"

From AdAge:

Anheuser-Busch InBev says these and other ad claims by its competitor are not true, and has asked regulators to intercede. In a complaint first filed with the National Advertising Division, the brewer took issue with "the implied claim that Coors Light Beer cans are technologically superior to other beer cans, and provide a more refreshing beverage experience," according to the NAD.

Calling the complaint frivolous, MillerCoors declined to participate in the self-regulatory review, meaning the NAD has now forwarded the ad claims to the Federal Trade Commission for consideration, NAD said in a statement Tuesday. The challenge is an "inappropriate use of NAD's resources," MillerCoors spokesman Jonathan Stern said in an email to Ad Age. "All of the statements regarding the can either clearly are intended as acceptable marketing puffery or have been proven through extensive testing as accurate."

Update…MillerCoors Responds:

According to NAD, MillerCoors declined to provide a substantive response to the challenge, which the beer maker called "frivolous." MillerCoors defended the claims as either puffery, (an unprovable claim that is generally interpreted as over-the-top) or truthful. The company also told NAD that the TV, radio and digital campaigns would be permanently discontinued by the end of September.
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