Last year, I wrote a story about beers being marketed as "cold."
I quoted Robert Creighton, a consultant at F&M Brewery in Guelph, Ont., who said he was annoyed by breweries who make claims about their beers being "cold" or "cool" when temperature is merely a function of where it's stored:
"What the hell is an ice-cold taste?" he said. "It's beyond comprehension to me that they think we're that stupid. I look at it as taking the customer for granted, for being idiots. Sure enough though, some of it sells. So I guess we are."
Today's Hard Sell panel examines a commercial for Coors Light, a beer brand that tries to own the cold label.
John Farquhar, creative director at GJP Advertising gave the spot a rating of 2 stars (out of 4) but said he questioned the icy strategy:
"Cold? Does a beer drinker really walk into his local beer purveyor, look in the fridge and say “That Coors Light, I’m certain that one is colder than the other beers before me, all evidence to the contrary. Therefore I will get the Coors Light.” Big stretch. I don’t believe a generic, unsupportable benefit will create preference. The whole thing left me a little, what’s the word I’m looking for? Oh yeah, cold."
Watch the spot and read the other reviews here.