Molson Coors’ summer advertising campaign features 30 billboards across B.C. touting it’s beer as ‘colder than most people from Toronto’. Pretty funny, no?Or at least it did until this week when Coors announced that in the face of complaints from the population of Toronto, they are pulling the campaign as “it wasn't meant to be harmful but was supposed to be playful. The insight is there that some people didn't like this,” according to spokesman Adam Moffat.
Whatever the message of the campaign, it worked. Coors undoubtedly received more media coverage from the ‘public uproar’ (term used VERY loosely) than they would have received in brand awareness from a traditional Out of Home campaign.
When asked what she thought about the campaign, one Toronto resident said, “Why would they be advertising out west anyways, people out there couldn’t begin to appreciate the Silver Bullet.” I kid, I kid…
But isn’t this the general sentiment that most Canadians hold of Torontonians, right or wrong?
The creative advertising message got people thinking, which in turn got them talking, and hopefully, got them to the beer store to pick up some cold-brewed goodness to ponder the ridiculousness of Coors pulling the campaign out of market.
Beer marketing is supposed to be innovative, fun, catchy, and generally resonate with the target market. Perhaps this campaign, developed by a Toronto agency, met its match in the steely Torontonians it was making comment about, or maybe it was due to be pulled anyways and ‘someone’ commented on the campaign to The Toronto Star and started this entire conversation ensuring it went out with a bang.
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