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British Columbia beer ad takes aim at Toronto

They’re mocking Toronto again. A new billboard campaign in British Columbia for Coors Light declaresthe beer is “Colder Than Most People From Toronto.” The slogan caughtNewmarket resident Kathryn Morton by surprise.

They’re mocking Toronto again.

A new billboard campaign in British Columbia for Coors Light declares the beer is “Colder Than Most People From Toronto.” The slogan caught Newmarket resident Kathryn Morton by surprise.

“That’s pretty insulting to such a large group of people,” she said.

“We hear stuff about Toronto people all the time but we couldn’t believe anyone would put it on a billboard.”

Morton, who grew up in Kamloops, where she said it was common for people to make fun of Toronto, saw the ad on a family camping trip a couple of weeks ago. Her 16-year-old son Stuart spotted it first.
“He realized the political incorrectness of it,” she said.

“What bothered us was we saw the Olympic logo on the billboard. This isn’t a great way to bring in people to the province.”

But marketing expert Paul Cubbon said it’s likely the people behind the billboards wanted to generate talk.

Making fun of Toronto is a unity issue that ties together everyone who doesn’t live there, a strategy that has been used for years.

Coors Light brand marketing manager Adam Moffat said he has heard complaints about the beer ad from one or two people.

“What we’ve told consumers is we’re sorry and apologetic if we’ve offended anyone,” he said.

 
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