ASA clears Molson Coors’ can claim

10 December, 2010

A spat has broken out over can technology between two brewing giants.

Molson Coors has been cleared of misleading consumers following a complaint by Heineken UK to the Advertising Standards Authority.

A poster and TV ad for Carling’s Taste Lock can were reported by Heineken UK to the ad watchdog for implying the can was a new design and used new technology. Heineken UK claimed the poster’s statement that it was “scientifically proven to lock in great taste” implied the can was better than competitors’ cans.

Molson Coors Brewing Company UK told the ASA it had invested “significantly” in combining different existing packaging technology and installing new equipment to create its can. It said it was a new innovation for Carling and would be understood by consumers in that context and it did not say the Taste Lock technology was special or unique or make a comparative or superiority claim.

The ASA ruled the can was a new design for Carling and there was no reference or comparison to cans used by other beer brands. It agreed consumers were likely to understand the claim “scientifically proven to lock in great taste” to mean that changes had been made to the can which had improved the taste of Carling canned beer, not that it was a new innovation that made the can better than competitors.

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