A Molson Coors advert for Carling promoting its new Taste Lock Can has been cleared by the Advertising Standards Authority, following a complaint by Heineken UK.
Rival brewer Heineken had questioned whether the TV ad and poster, which included the lines "New Carling Taste Lock Can, locks in the great taste" and "Scientifically proven to lock in great taste", was misleading because it implied the can used new technology and was better than those of competitors.
However, the ASA accepted the view of Molson Coors that it was not claiming the technology was special or unique to them and had not made a superiority claim.
Molson Coors said changes made to the can had helped reduce the metallic taste of the beer compared to its older cans and provided research evidence to support the claim.
"Because we considered consumers would interpret the claim to mean the changes to the can had resulted in an improvement to the taste of canned Carling, and we had seen evidence that that was the case, we considered the claim was not misleading," said the ASA.
