Anheuser-Busch Disputes Coors Light Claim Of "World's Most Refreshing Can?"

In a recent letter to MillerCoors provided to Ad Age by the NAD, the FTC stated that "we have determined not to recommend enforcement action at this time." But that does not mean the government agrees with MillerCoors.

Rather, the FTC stated that one reason it was not taking action was because MillerCoors had voluntarily "ceased making the claims at issue in all marketing materials, including on the product’s labeling." The FTC added that "the closing of the investigation is not to be construed as a determination that a violation of law did not occur," and that it reserves the right to take further action "as the public interest may warrant."

While Coors Light continues to use the "world’s most refreshing beer" tagline, the brewer last year told the NAD that the can campaign was scheduled to end at the end of September of 2013. Recently Coors Light has been touting its special edition cans that feature colorful artistic designs.