Maybe Coors Light Doesn't Have 'The World’s Most Refreshing Can' After All

Are you on your way to the liquor store to pick up a six-pack of Coors Light because you saw an ad boasting how their cans lock in "Frost Brewed Taste?" Then it might be time to reconsider your decision.

MillerCoors is facing an investigation by the Federal Trade Commission (FTC), who plan to review the accuracy and honesty of claims about their beer cans and packaging in ads placed on television and scattered online.

The National Advertising Division (NAD), the advertising industry's self-regulatory unit, took the unusual step of referring MillerCoors ad claims to the Federal Trade Commission (FTC) after the company declined to participate in a review of the use of terms like  "The World's Most Refreshing Can" and "Locks in Frost Brewed Taste" to describe their cans. In 2012, out of the 111 cases NAD reviewed, only four were sent to the FTC for further investigation.

"This could change everything ... this technological masterpiece will revolutionize barbecues, beach parties and tailgates" touts a video on the Coors Light website.
 

 

MillerCoors has characterized the investigation as "frivolous," and defended the claims made in their ad campaigns as either puffery or literally truthful. Regardless, they say their "World's Most Refreshing Can" ads will be permanently discontinued by the end of September.

Competitor Anheuser-Busch, who initially challenged MillerCoors' claims, support the referral of its challenge to the FTC.

"A-B believes in the self-regulatory process and we are pleased that the NAD is escalating the claim," Anheuser-Busch said in a statement. "The NAD has referred our claim to the FTC because MillerCoors has chosen not to participate in the self-regulatory process."

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