By Emily Fredrix, Food Industry Writer
MILWAUKEE (AP) --It’s a flap over a cap.
An ad industry watchdog wants MillerCoors to modify its claims about flagship Miller Lite because the company hasn’t made changes as the ads imply.
It’s a basic marketing tactic to tout a product attribute, especially if it’s new, to increase shoppers’ interest.
In this case, MillerCoors started advertising Miller Lite’s “Taste Protector” caps and lids last summer. But MillerCoors acknowledges the tops don’t use new technology so its ads can’t imply they do, the National Advertising Division Council of Better Business Bureaus said Wednesday.
The industry body, known as NAD, looked into the matter after beer-making rival Anheuser-Busch Inc. complained. Many NAD inquiries start with complaints by rivals.
MillerCoors has been saying the new golden tops and lids on Miller Lite, which has been in a sales slump, have a special seal that “locks out air and locks in that Great Pilsner Taste.”
“While advertisers can change marketing strategies to promote the different features of their product, they must do so truthfully to avoid any potential overstatement or consumer confusion,” the board said.
In highlighting aspects of their products, companies can’t mislead, said Doug Stayman, associate dean of MBA programs at Cornell University’s Johnson School of Management.
“There’s a tremendous amount of pressure on them to come out with something new and different,” he said. “And there’s a fine line. But this seems to be over it.”
MillerCoors said it will take the ruling into consideration for future advertisements. It was pleased NAD agreed it could use “Taste Protector” statements but disagreed with objections to the word “special” — although it’s been removed from packaging.
MillerCoors argued it was pointing out a benefit that its product had long offered, but by the time the inquiry began, the ads no longer used the words “new” and “introduced.” The NAD board said the cap technology for Miller Lite is similar to competitors’.
Anheuser-Busch marketing vice president Keith Levy said in a statement that his company uses “special oxygen-blocking material for bottle caps that is proven to reduce beer taste deterioration.” He said the brewer was pleased with NAD’s decision.
MillerCoors could have said its caps have always protected its taste or that its beer contains hops — both facts consumers might want to know, said Kelly O’Keefe, managing director of the Brandcenter at Virginia Commonwealth University.
But companies must not inflate claims in ways that confuse consumers, he said, especially because people can easily share their skepticism online.
“Consumers are becoming intolerant of it,” he said. “They have tools to publish their opinions and so we’re seeing these go away. Also the ad industry recognizes that it has trust issues with the public.”
The Many Hires Jeremiah Wassom As Group Creative Director
Independent agency The Many has added Jeremiah Wassom as group creative director.
Wassom most recently worked a decade at Deutsch LA where, as SVP/creative director, he led the Taco Bell account and won new business for the agency. His agency past also includes AKQA and TBWAChiatDay. His creative work has touched the QSR, video games, automotive, fashion, and culture brand sectors. He also served eight years with the United States Marine Corps.
“Throughout his career, Jeremiah has helmed work that has not only made me personally jealous but has consistently pushed brands to show up in memorable and innovative ways,” said Josh Paialii, head of creative at The Many. “One look at his body of work and you will see his passion for storytelling and craft has raised the bar for entire categories, driving participation with many brands’ most loyal fans. Beyond being a world-class creative director and maker, Wassom is a proven team player and strategic thought leader. He’ll be a great addition to the leadership team at The Many working across all accounts. His role will be immediately felt as he guides and supports each of the creative leads in the department.”
A 20-year creative with agency, brand, and freelance experience, Wassom has forged a creative approach which focuses on crafting engaging connections rather than simply make ads. He sees the need for advertising to mean more, not simply do more.
The Many believes that true business growth is made possible by harnessing the power of participation and partners with brands to forge deeper connections with consumers, cultivate trust and loyalty, and maximize marketing spend and execution. The agency is built around a flexible model that offers a suite of capabilities, including... Read More