Coors Light and Bud Light Marketers Exchange Opinions on Torontonians Being "Cold"
Bud Light has launched a billboard ad campaign in Toronto... in response to the Coors Light controversy that stemmed out of British Columbia last week.
It didn't take long for the marketing minds at Anheuser-Busch (a Labatt partner), who make Bud Light, to respond with their own take on the debate. The Bud Light ad sign above, in copycat layout style reads "Torontonians aren't cold. Not in August, anyway," and was spotted by blogTO reader Ian S. at the corner of John & Adelaide today.
Last week things got a little hairy for Coors (a Molson beer) when public uproar in B.C. reportedly resulted in their decision to yank controversial ads that referred to Torontonians as "cold."
When we polled blogTO readers on their feelings about the Coors Light "Colder than most people from Toronto" ad, the response was skewed overwhelmingly toward it either being seen as funny, or readers being indifferent. Just 13% claimed to have been offended by it.
How do you feel about Bud Light piggy-backing on the controversy?
Photo courtesy of Ian S.
Comments (49)
Wow they're confusing cold weather and cold personalities! So clever! Oh wait, that's unbelievably lame.
Actually I would label an effort to jump on a long running canadian stereotype of hating toronto to be lame, rather than the counter measure. But hey, Let's all hate Toronto.
i still think its funny that coors would try and make fun of such a huge market. enjoy bc, i aint buying your silver bullshit.
They know this is a scheme that is going to get them attention so hey, why not? If they didn't, someone else would.
Lu Galasso
If this was adblogto, or marketingblogto, ok sure, I can understand your point, but it isn't. It's enough that we have to see these played out ideas on our billboards, now we have to read a 'story' about these plaid out ideas?... This just proves my point that advertising is pointless, sure this got people's attention for .54564 seconds, sure it caused some slight "press", but when it comes down to it, it's still a shit product, and the cheap advertising reflects it. My point: I don't think it needs more coverage, because it just further perpetuates lazy creativity, lazy advertising, and lazy 'journalism'. Blogto, you pretty much do a great job at what you are doing, just don't think we need to read about crappy advertising when there's so much going on in our city, that I'd rather read about.
I, for one, like reading about stories like this. No, I would never, ever drink a Coors, but the idea is smart and generates buzz, which is exactly what they want.
I would rather see humorous, relevant advertising than what I generally see on billboards - a new beer I won't drink, a new car I won't drive, etc.
This is as relevant to me as articles on restaurants, shops and local news, and if it weren't, I wouldn't read the article.
"Other" poll responses:
- It's funny because it's not true!
- There are so many friendly hotties !!!!
- great idea to do it, lame execution
- It's not bad!
- who gives a f***?
1 Both ads are mehhhh
2 People need to lighten the foque up
3 The irrational hate on for Toronto from the rest of Canada is retarded
It's all lame! Lame! Lame!
The hate on Toronto is rational they all wish they could be from Toronto. Even the 905s wish they could be from Toronto! HA!
When my husband and I first heard about this we had a little discussion about a trip to BC that we took about 4 years ago. I'm originally from the west. The only people that were very friendly to us there was one waitress, and several kids in Whistler who were from Ontario and wanted to know where we were from. Since we've visited to East Coast twice and the California. People were friendly in both places. Especially the the trip to California. I'm not from Toronto but I visit my daughter there regularly. And see says people are friendlier than the small town we are from. So who cares what Coors Light says.
this ad is about as lame as the asshats from Vancouver.
That said, i could really do for a Bud Light right about now.
the busch execs should fire the asses of the loser ad guys who bellyflopped off the coors idea. the ad biz is all about originality.
this ad is limpdick.
WE ARE COLD - Coors should put an ad back up that says "COLDER THAN PEOPLE IN TORONTO AFTER YOU POKE FUN AT PEOPLE IN TORONTO".
This is why Toronto is a hated city nation wide. You all live in a bubble with an inflated sense of self worth. You need to get an extra 30km's down the 401 and see how real people live!
Great ad Coors Light! You've done a great job! I only wish you had not taken the ad down because of the opinions of a very small few!
TORONTO SUCKS (and I live here)
being a resident of both edmonton and toronto for halfs of the year, toronto is atleast better than the the capital of alberta
...oh wait that doesn't mean much does it?
What a f**king joke...
Both ads are terrible, no doubt. But I can't get over the fact that people believe both products to be terrible, too. The truth of the matter is, both Molson and Labatt have higher quality standards than any other brewer in Canada. On top of that, they each have first right of refusal on their ingredients. Bottom line - their products are as good (if not better) than anything else on the market. Sorry if you feel like a douche drinking a Canadian in your skinny jeans and plaid shirt... Maybe that's just because you failed out of high school and your parents hate you. Thanks for washing my windshield in the morning, though...
I've lived in Vancouver for 3 years and people there are completely obsessed with Toronto. In Toronto, they don't give Vancouver a second thought. LOL thats the difference.
"The truth of the matter is, both Molson and Labatt have higher quality standards than any other brewer in Canada.On top of that, they each have first right of refusal on their ingredients. Bottom line - their products are as good (if not better) than anything else on the market."
--------------------------
Higher quality standards? You have got to be kidding. Please enlighten us with an example of what the big guys do to a higher standard than a craft brewer. You must work for Molson or Labatt - it sounds like you've drunk the koolaid.
Nobody with a shred of knowledge about the most important part of a beer - the taste - would ever suggest that the dumbed down flavour of Canadian and Coors Light can hold a candle to the amazing flavour complexities of craft brewed beers.
"they each have first right of refusal on their ingredients"
What the hell does this mean?
Actually, he is correct.
I worked the farm for many years and Molson always had first right of refusal of our barley crops. They had first pick and anything they didnt take, went to other brewers. Bottom line = Molson got the best barley.
You cant tell me that just because your brewery makes smaller batches, it automatically = better beer can you? So you dont like Coors light...have you tried Creemore? Have you put a Rickards White to your lips? Doubt it! I enjoy Rickards, I also enjoy Steamwhistle.
Your comment about TASTE is bang on! It's a personal preference!
You're the typical Craft Beer lover (which is great because there are some great craft beers out there) who is against big business and big brewers.
The big brewers have been brewing beer for centuries because they BREW GOOD BEER! If they didnt, we wouldnt be paying more for their products.
The man is not out to get you! Calm down and enjoy a cold one.
Swiggo def works for one of the big beer corporations....as for me, I prefer a good craft brew any day. Coors & Bud Light is sh*t!
Creemore, although owned by Molson, has been (thankfully) left alone to brew as they always have. That's why the beer is still good. Look what happened to Upper Canada when Sleeman bought them and started fu*king with the recipes.
Rickard's is garbage. The advertising has given it the aura of something more special. Same goes for Keith's or Moosehead. Moosehead was actually brewing Canadian under double secret contract for Molson out of their Saint John brewery about 10 years ago. How's that for ridiculous.
The big brewers survive because the unwashed masses have low standards of taste. Canadian Light (still garbage) is actually brewed to be light, but most of the mainstream light beers? They just add water to reduce the alcohol content. WOW SUCH AWESOME QUALITY AND CRAFTSMANSHIP.
Agreed, damn cold. Actually when I first read the ad I thought it was some attempt to be topical about how shit the summer has been (not that that makes any sense for Bud Light)...
Neither of them are funny, but the first one was at least original, and tagged to beer. For the second one, I don't understand what it wants to say ... Torontonians are not cold in August, soooo drink their beer (huh)? Or just a reply to the other ad, and oops, beer can photo happened to be on the side?
More "other" responses to the poll question:
- 2 big companies talking to themselves
- it's cute
- Anheuser-Busch should focus on creating their own ideas instead of copy-catting
- it's really not that funny.
- Still very insulting, Bud should be ashamed
I'm probably too late, but the folks at Bud and Coors are all technically very good brewers. Believe it or not, it actually takes a lot of skill to brew beer with so little flavor. Any mistakes you make will show up in the finished product. It's actually easier to brew many craft beers, simply because the superior flavor will disguise many mistakes.
Having said that, they produce the technically superior equivalent of the grocery store tomato. Millions of people buy those, too.
i want to make a suggestion.. is there any way to add a button to go back to the page you are reading after you have posted a comment? as opposed to pressing the backward button on the browser?
These billboards and brands are completely lame, and it boggles my mind why anyone would give a shit.
I have a feeling that no one was actually offended by the Coors ad at all, and Bud Light decided to make an issue out of nothing. What was the outcome? LAME ADVERTISING.
BlogTO: not sure why you even brought this to light. It's a pathetic attempt at two American brands to stir shit in Canada.
Seems to be a trend this summer. Media fabricating stories on the - media to generate 'news'. Just look at headlines south of the border. Now the brain trusts at InBev are rubber necking with 'offensive' messages and getting more coverage. When was the last time you had to talk about a billboard or care for that matter. OBEY the message people OBEY.
" It's a pathetic attempt at two American brands to stir shit in Canada."
--------
1 The intent was to sell beer by having people like the brand by telling (lame) Toronto bashing/Toronto defending jokes, not stir shit.
2 Both brands are brewed in Canada
3 Both ads were created in Canada (CL = DraftFCB, BL = Grip)......Grip presents the ads to Labatt Canada clients, but final approval comes from Anheuser Busch AND InBev who have to approve all advertising on Bud or Bud Light. It's highly inefficient and political, and it takes forever to get things through. I don't know what process DraftFCB goes through with Coors Light, but I bet it's the same kind of meddling mothership approval chain of meetings and conference calls like Labatt.
@AM
This isn't a 'story' about an awesome new local restaurant, bar, event, etc, this is a 'story' about two large american corporations trying to generate 'controversy' by taking a played out argument, and flogging it to death.
Copying copies to fabricate mediocrity, and perpetuating it.
Gross.
I absolutely can not believe that people from Toronto don't understand that they are rude. I've lived here for 6 years and I have a hard time walking down the street without getting mad at how inconsiderate Torontonians can be. The fact that people were offended or confused by this ad just goes to show how oblivious Torontonians are regarding their own bad manners/attitudes. The ad made me laugh, it didn't make me want to drink Coors but it made me feel a little fuzzy on the inside to know there's other people out there who feel the same way I do.
I moved to Toronto five years ago from Calgary and I have found it friendly enough, in the appropriate context.
I don't expect total strangers on the street or the subway to be all smiles and sunshine. In a city this size you have to put up some emotional barriers to protect yourself from becoming overwhelmed by all the stimulation. But I rarely experience anyone being overtly rude. Most people are just going about their business as quickly as possible.
In a social context Torontonians can be very friendly. I've had lots of nice conversations with people I've met in pubs and restaurants and so on. Even waitstaff at pubs and restos warm up to you once you're known as a regular.
Several times I've witnessed a Torontonian approach confused-looking tourists and offer assistance or directions. That's not cold. That's awesome.
My barber waves at me whenever I walk past his shop. The Korean guy in my local corner store does the same. The guy in the bike repair shop smiles and nods at me as a ride past. My neighbours have been great. Other "regulars" I see around my neighbourhood are equally friendly.
That kind of thing never happened in Calgary. I lived there for ten years and I didn't ever speak to my neighbours or even know their names.
So I just don't get this whole "Toronto is cold" thing. It isn't. I feel more a part of my community here than I have anywhere else I've ever lived (including Vancouver)
AWESOME comment tripper. I don't get the "cold" thing either. I've lived out east, in Montreal and Ottawa and my family is from out west so I have experienced a lot of Canada. Toronto is just as nice a place as any other.
I'll never forget how much concern and kindness I was shown a few months ago when I was doored on my bike. People came up to me to see how I was, they stayed with me until the police arrived, they gave me business cards in case I ever needed anything and one woman gave me her brand new bottle of water she just bought. I wasn't even hurt badly, just bruised!!! Cold and disinterested people don't behave that way.
I meet warm and wonderful people in this city every day. Perhaps those who find it "cold" should look to their own attitudes and how they are projecting themselves to others.
Vancouverites are a lot colder than Torontonians. I was born and grew up there, and I much prefer living in Toronto. Vancouver hipsters are so into their "me"ness that i want to gag. Toronto has a sense of history, of communities within communities without being exclusive, of knowing it is the centre of the Canadian cultural universe for good reasons. If you don't like it, you are free to move and quit your goddam snivelling.
More "other" poll responses:
- opportunistic and lame and august was cold in toronto
- Have nothing against opportunity. This is just poorly done.
- It's the new trend in marketing, create an offensive message then enjoy the buzz
- fu**ing LOVE it
"saltspring on August 27, 2009 at 4:29 PM
If you don't like it, you are free to move and quit your goddam snivelling."
How cold of you Saltspring!
Cultural centre? Take a trip to Ottawa you tool box!
I wonder what the reacation would be if Rickards Red had a billboard in Toronto that read "Rickards Red, redder than the rednecks from Western Canada."
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