Molson-Coors Out Door Advertising
Filed under: Dan, Politics & Issues
Author: Dan
Date: Aug 19, 2009
Tweet
So every so often there is a billboard that grabs my attention and I have to give kudos to those companies/advertising agencies for doing an effective job. It takes a lot of work to break through the clutter and one recent out-of-home campaign from Molson-Coors has done just that.
Over the last two days this campaign has garnered national media attention with stories run in every newspaper source available in the lower mainland market, as well as every Canadian news agency website. The biggest call out that caught my attention is the story coverage on CBC’s website.
(I secretly love that this story is placed in the ‘Oddities’ category within the news website segmentation). The advertising message was plain and simple, showcasing an image of the Coors Light beer can alongside the tagline, “Colder than most people from Toronto”. Being from the West coast, and from central Canada origins, this campaign put a smile on my face, a little giggle if you will, and definite brand recognition as I buzzed about this campaign with all of my friends/colleagues. Everyone I knew from the West coast loved the ads as well, including those people transplanted here originally from the East.
In my eyes, the ad made the perfect comparison.
To no surprise, a few Torontonians took this to heart, and decided to whine and complain about having these ads pulled due to the offence being taken in the East. Seriously?! It’s called East vs. West coast rivalry, and a good ribbing from time to time is good for the spirit.
Unfortunately, the complaints received have forced Adam Moffat, Brand Marketing Manager for Coors Light to issue a public apology to all of those individuals affected by the ads, stating, “there was no intention to offend anyone but Molson-Coors admits they ‘misfired on this one’”.
One word. Lame. In my opinion, this was a smart campaign that resonated with the target market in the West. The silver-lining, this campaign would never have received the news coverage it has, and this type of backlash often provides a foundation for supporters and brand loyalty.
Good work Molson-Coors. Good work.
-
Related Stories:
- The New Love of My Life: Koda
- The Coming Out Story – We All Have One.
- A Simple Kinda Life
Loading ...
Justin
August 19th, 2009 at 8:27 pm
I live in Victoria which is considered the nicest city in Canada and I went to Toronto in May for vacation. Torontoians themselves will admit that they aren’t the most overtly friendly people in the world. Believe me, I took the subway everyday when I was there.
Andrew
August 19th, 2009 at 10:44 pm
As someone that grew up in Vancouver and lived in Toronto for a short time (just one summer), I found them to be pretty friendly overall. I made friends quickly and never felt that Torontonians were any more rude than Vancouverites. Actually, I find it much more difficult to make friends here! Just putting it out there…some west coasters actually like Toronto!!
Carolann E. Candy
August 21st, 2009 at 11:42 am
Thought I’d take a moment to let you know that I was quite “stung” by your recent ad campaign colder than Torontonians. Born and raised there, have been here in Alberta for 2 years now, but hearing about this BB add (Jim Pattison no less, hugely disappointed, I worked for them in outdoor advertising for years) in BC irked me to no end. I have many, many Molsen and Coors TShirts both won and purchased. I was so totally ticked off by the ad campaign I cannot tell you. Have always bought Canadian and when dieting Coors Silver Bullet. Have to tell you guys, you so, so missed the mark with this cheap shot. Moffet, would have expected more from a seasoned ad firm, but hey, cheap shots don’t cost much at the onset, but wait and see (despite having pulled them) the cost factor down the road. What on earth were you thinking???? Have changed my brand to support a local Brewery now and the Tshirts have been relegated to the back of the TShirt drawer. You really trashed the look, touch, feel and heart of “I am Canadian.” I do have a sense of humour, a great one in fact… (last name Candy….) you went too far, sorry and you can’t take it back! Odd that you wouldn’t dare put up the outdoor advertising in Toronto, you knew better there, too many sporting events, too many sponsors that tout Molsen Coors…remember this…we are coast to coast, that’s what makes us Canadian. Remember the old adage, the wind from the butterfly’s wings on the West Coast will eventually be felt on the East Coast. Right ticked off at you I am, I am! There’s been a lot of talk here in AB about this (because you just know they despise people from TO and make no bones about it EVER), this recent ad has generated a lot of very hard feelings and fueled even further nasty feelings. Again I repeat, what in the hell were you thinking??
Carolann E. Candy
PS and oh yes, I know you’ll be so pleased at the talk generated because of this, because as they say in the business, any publicity is good publicity…I’ll be watching for your next quarter earnings…might even have my own TShirt made up to say Molsen UnCanadian or Coors Fatal Bullit
August 21st, 2009 at 2:33 pm
Carolann E. Candy