Labatt Breweries of Canada has erected a new Bud Light billboard that responds to a now infamous Coors Light execution that mocked Torontonians for their chilly demeanor.
The new billboard by Grip sits at the corner of John and Adelaide in downtown Toronto and uses a similar layout to the Coors ad. It reads, “Torontonians aren’t cold. Not in August, anyway.”
Andrew Mushing, assistant marketing manager, Bud Light said the tongue-in-cheek ad is the brand’s way of having a little fun this summer, and reflects what the brand is about, lighthearted, irreverent humour.
“When we saw that Torontonians were being called out as cold, we saw a fun opportunity to point out how hot it is in August and how Torontonians, in fact, are beating the heat by enjoying a cold Bud Light on a patio,” he said.
Last week, Molson pulled its B.C.-only Coors Light billboard after an onslaught of consumer complaints, sparked by an article in the Toronto Star.
The billboard, developed by DraftFCB, featured a picture of a can of the beer with the headline “Colder Than Most People From Toronto.” The ads appeared on about 30 billboards around the province.
Adam Moffat, marketing manager, Coors Light told Marketing the company was sorry for any offence and that no slight was intended.
