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On August, 2013, the advertising industry’s self-regulatory unit referred Miller Coors’ ad claims to the Federal Trade Commission (FTC). COORS LIGHT BANQUET UGLY CHRISTMAS SWEATER The claims that the FTC considered ad challenging included, “the world’s most refreshing can,” “beer on the inside, science on the outside” and “smoother, more refreshing pour,” implying that the can was somehow technologically superior to other beer cans and provides a more refreshing beverage experience.

According to the National Advertising Division (NAD), Miller Coors declined to provide a substantive response to the challenge. Miller Coors defended the claims as either puffery or truthful. The company also told NAD that the television, radio and digital campaigns would be permanently discontinued by the end of September 2013.

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