Recently, Molson-Coors Canada put up billboards in British Columbia as part of their “Colder than…” campaign. The billboards aimed to poke fun at Torontonians by containing the headline “Colder than most people from Toronto”. Apparently this caused a lot of people in Toronto to complain about the billboards, and forced Molson to take them down.
A message from their spokes-person Ferg Devins via Twitter:
” Coors Light sincerely apologies to ANYONE who was offended by our Colder Than billboards in BC. We are removing ASAP.”
Client: Molson Canada
Agency: DraftFCB, Toronto
Now, I live in Toronto and when I first heard of these billboards, I laughed. It is no secret that most major cities around the world have a reputation of being self-centred and maybe a little bit cold. Toronto is no different. Neither is Vancouver. Or New York for that matter. You don’t have to go far outside these cities to find out what kind of reputation it has.
What’s funny is that the ad campaign was developed by Toronto-based ad agency DraftFCB, and had nothing to do with anyone from British Columbia. If they have the ability to laugh at themselves, why can’t the rest of the City? I’m sure people in B.C. loved the ads. It is unfortunate that the billboards were offensive to others.
In related news:
Molson is in the middle of running a contest online inviting customers to submit their own “Colder than…” headlines through their mobile phones, with the winner’s line to be used in their actual advertising. Beer drinkers can now go onto CoorsLight.ca and vote for their favourite headlines. Examples include “Colder than… A shower in prison” or “Colder than… A wet t-shirt contest in Winnipeg”.
Let’s hope whichever one wins doesn’t end up getting taken down as well.
I look forward to your opinions.