Molson-Coors Merger Unites Two Irresponsible Brewers

Press Release
The Marin Institute
24 Belvedere Street
San Rafael, CA 94901
www.marininstitute.org

National Organizations Call for End to Ads Designed to Trick Women into Bed

San Rafael, CA - The dirty laundry behind the Molson Coors merger is a record of irresponsible advertising designed to appeal to underage youth and trick women into bed, according to the Marin Institute and Dads and Daughters. The two national advocacy organizations today called for an end to the Molson "Friends" ad campaign that defines "friends" as casual sex partners and gives guys "tools" to help seduce women.

The "Friends" campaign includes fake business cards, wallet photos and stickers to help men seem more successful and sensitive. One ad tells guys: "buy some hottie a Molson" and use a fake photo of your puppy to "start a conversation that really goes somewhere."

"We want to know if the leaders of Molson Coors have put their daughters' faces in the picture here," said Joe Kelly, president of Dads and Daughters. "Do they want their daughters lied to, alcoholically lubricated, and otherwise manipulated into having sex with strangers? If the answer is no, as it should be, then Molson Coors has no business selling this message to anyone else's daughters and sons."

The "Friends" campaign is currently running on the Web
(www.molsonusa.com/tools) and in several young men's magazines (FHM, Stuff). Related billboard ads have already established that the difference between friends and "friends" is sex.

"Molson and Coors are already more than friends -- they've been marketing and distribution partners for six years," said Amon Rappaport, Marin Institute's communications director. "As they merge, Molson Coors should leave behind irresponsible advertising like the "Friends" campaign that clearly violates several provisions of the Beer Institute Advertising and Marketing Code." According to the Code, advertising and marketing should "portray beer in a responsible manner" and use "good taste," but "Friends" fails on both accounts by suggesting that men should use Molson beer and "tools" to deceive women. The Code also prohibits suggestions of "promiscuity, or any other amorous activity as a result of consuming beer."

"There is no doubt that the ultimate goal of the deceptive strategies in Molson's ads is getting one of the so-called 'sexy gals' into bed," said Kelly. "When conservative estimates suggest that 25 percent of our daughters have experienced sexual assault, and approximately one-half of those cases involve alcohol, it is irresponsible for any beer company to promote this dangerous connection."

"Coors Brewing Company likewise has a history of irresponsible advertising, particularly in targeting underage youth," said Rappaport. Coors Light and the Coors Twins spokesmodels appeared in the PG-13 Scary Movie 3 last Halloween, and the company co-promoted its connection to the teen-targeted film in a national advertising campaign.

"Molson and Coors are right when they publicize their union as a 'merger of equals' -- both are equally guilty of irresponsible advertising," said Rappaport. The Marin Institute and Dads and Daughters are calling for Molson Coors to withdraw the "Friends" campaign, issue an apology, and promise to comply with the Coors Advertising Complaint Evaluation process and the Beer Institute Advertising and Marketing Code in the future. The advocacy groups have launched an action campaign at www.MarinInstitute.org.

The Marin Institute is an alcohol industry watchdog that promotes effective alcohol policy and supports grassroots campaigns in Marin County, California and nationwide. Dads and Daughters, the national advocacy non-profit for fathers and daughters, inspires fathers to transform the pervasive cultural messages that devalue girls and women.

For more information, please contact Amon Rappaport or Laurie Leiber at 415-456-5692.