Watchdog Group Blasts Molson Beer Ads

The Marin Institute, an alcohol industry watchdog group, said the latest advertising campaign from Molson USA violates the Beer Institute's voluntary marketing and advertising code by not portraying beer in a responsible manner and in good taste, the Wall Street Journal reported July 28.

The ad campaign portrays the Molson man as a suave, loving and wealthy man. He pulls out a wallet filled with photos to show his sensitivity. Yet the photos and an array of business cards he carries indicating his prestigious positions are all fake to impress women.

One of the print ads shows a bottle of Molson and states, "Sexy gals can't resist sensitive guys." It suggests that men put the fake business cards and photos in their wallet for the next time they buy a woman a drink to "start a conversation that really goes somewhere."

The Molson website has downloadable templates of fake business cards and photos so the "tools" can be used by men to meet women.

Molson USA said the ads are in good fun. But the Marin Institute said the campaign promotes deceitful ways to lure women into bed.

The Marin Institute has sent a letter to Molson Chairman Eric Molson and Leo Kiely, chief executive of Adolph Coors Co., which imports Molson products, requesting that the campaign be withdrawn immediately.

The letter said the ad campaign's strong association between alcohol and sexual assault is "offensive" and "cynical."

Bob Wheatley, a Molson spokesman, dismissed the criticism, saying the intent of the ad campaign is to present the brand in a humorous light that stands out against the competition. "It's about beer being a very social beverage and connecting the voice of the brand to the user's lifestyle," said Wheatley. "No one really takes it seriously."

Editor's note: Click here to read the Marin Institute press release.