Molson's "Friends" Ad Campaign


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Molson Redefines Deceptive Advertising


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In defiance of the Beer Institute Advertising and Marketing Code, Molson’s “Friends” ad campaign defines “friends” as casual sex partners and gives guys “tools” to help seduce women into bed. By providing men with fake business cards, wallet photos, and stickers so they can appear more successful and sensitive, Molson helps guys “start a conversation that really goes somewhere.” Related billboard ads have already established that the difference between friends and “friends” is sex.

Take Action Now!
Join the Marin Institute and Dads and Daughters in sending a complaint directly to Molson Coors Chairman, Eric H. Molson. We’ve drafted an email that you can send ‘as is’ or modify to convey your personal concerns about the “Friends” campaign. We will make sure a copy of your email is forwarded to the Beer Institute and Janet Evans, Senior Attorney at the Federal Trade Commission.

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Letter:	Dear Mr. Molson: I am writing to register a complaint regarding a Molson advertising campaign running on the Web and in several young men's magazines. The "Friends" campaign provides fake business cards, wallet photos and stickers intended to help men trick women into bed. Far from meeting contemporary standards of good taste, these ads are offensive, cynical and irresponsible-and violate several provisions of the Beer Institute Advertising and Marketing Code. By endorsing deception in order to "start a conversation that really goes somewhere" Molson promotes lying as the first step in making "friends." There is no doubt that the ultimate goal of the deceptions suggested in these ads is getting one of those "sexy gals" or "hotties" into bed. Given the strong association between alcohol and sexual assault, including rape, I am surprised that you would want to associate your product with trickery that is just a few steps removed from date rape. I urge you to immediately withdraw the "Friends" campaign and issue an apology for creating this irresponsible campaign. I also ask that you formally acknowledge that the new Molson Coors Brewing Company will adopt the Coors Advertising Complaint Evaluation process and abide by the Beer Institute Advertising and Marketing Code in the future. Sincerely,
	I do not wish to receive Action Alert emails from the Marin Institute regarding similar campaigns in the future.

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	See our letter of complaint

Molson Web sites

http://molsonman.com: Find out what a "Molson Man" is.
http://www.molsontwinadvertising.com: Targeted at men - you have to pass a Man's quiz to enter. (Click here for Quiz answers)
http://www.molsonusa.com/tools/: The “Friends” campaign
http://molson.com: International Web site
http://www.molsoncoors.com: The proposed merger with Coors.

Molson's "Friends" ad Campaign

Business Cards - Instructions For Him Magazine, August 2004	Business Cards For Him Magazine, August 2004
Family Photographs - Instructions For Him Magazine, June 2004	Family Photographs For Him Magazine, June 2004
Interest Stickers - Instructions Stuff Magazine, May/June 2004	Interest Stickers Stuff Magazine, May/June 2004

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Molson is the leading brand of beer in Canada and has announced plans to merge with Coors, the U.S.'s third largest brewer.

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