Molson Coors can no longer advertise other beers ‘taste like water’

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Molson Coors ‘taste like water’ ad campaign overview: 

• Who: The National Advertising Division (NAD) of BBB National Programs recommends that Molson Coors end its ‘light beer shouldn’t taste like water’ advertising campaign, following a challenge by Anheuser Busch.  
• Why: NAD ruled that tasting “like water” is a measurable attribute rather than “puffery or a mere opinion.”
• Where: The Molson Coors commercials ran nationwide.

Molson Coors should stop running its “light beer shouldn’t taste like water” advertising campaign, according to a recommendation made by the National Advertising Division (NAD) of BBB National Programs last month. 

NAD’s recommendation is in response to a complaint Anheuser Busch filed against Molson Coors over a 2022 advertisement. Anheuser Busch claims Molson Coors appeared to make fun of its 95-calorie beer Michelob Ultra. 

In its advertisements, Molson Coors states that “light beer shouldn’t taste like water. It should taste like beer,” Business Insider reports. 

While the advertisement at the heart of the complaint does not call out any specific brand, a blue can used in the commercial reportedly looks similar to that of Anheuser Busch’s beer Michelob Ultra. 

The NAD ruled the statement tasting “like water” is a measurable attribute rather than “puffery or a mere opinion” and that, since Molson Coors submitted no evidence in defense of the claim, it should discontinue the ad campaign. 

Molson Coors ‘vehemently’ disagrees with NAD decision, says it plans to appeal

Molson Coors responded that it disagrees with the NAD’s decision and it plans to make an appeal with the National Advertising Review Board, VinePair reports. 

“We vehemently disagree with this decision because we believe light beer should taste like beer, not water, and we are well within our right to share that belief,” Molson Coors says in a statement to Today.com. 

NAD noted in its decision, which it says it fast-tracked due to it being a single issue over the challenged claim, that Molson Coors would still be able to make “other truthful and not misleading claims relating to consumers’ taste preferences.” 

Molson Coors will also still be allowed to make claims “pertaining to the taste qualities of its beers or competing beers,” according to NAD. 

A consumer filed a class action lawsuit against Molson Coors last year, arguing the company falsely marketed that some of its Vizzy brand hard seltzers were healthy when they allegedly actually aren’t. 

What is your reaction to the Molson Coors ‘light beer shouldn’t taste like water’ advertising campaign? Let us know in the comments! 

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