An American beer company is responding after one of its ads was released with a glaring spelling error on a massive billboard in downtown Toronto.
On Monday, Coors Light confirmed it dropped a series of ads leading up to the “Big Game” which is a reference to the Super Bowl in February. Among the ads was a huge billboard in the centre of Sankofa Square formerly known as Yonge-Dundas Square.
The blatant typo in question was “Mountain Cold Refreshment” which was posted as “Mountain Cold Refershment.”
“We released a series of ads leading up to the Big Game intended to make the most refreshing beer in the world look even colder, and we’re aware that they didn’t have our signature chill,” Coors Light said in a statement.
Despite the flagrant error, only a handful of spectators noticed the mistake and pointed it out including Now Toronto reader Kathleen Bennett.
“Just was on my way to work and noticed a billboard in Yonge and Dundas for Coors Light that had a major spelling error. Get it together Coors Light lol!” she told Now on Monday.
Meanwhile, other passersby say they understand mistakes can happen even in public relations.
“I suppose I can give them grace because mistakes can happen. I make mistakes in my job as well. It’s not brain surgery. It’s a fun conversation starter, all PR is good PR,” a Torontonian said to Now on Tuesday.
“After thinking about it, it would get people to notice. It’s a good PR thing to catch your eye,” another Torontonian said.
Online, X user Neil Parekh also agrees.
“I have made my share of typos. I can still remember some several years later. This one is huge. Hope that relevant staff are both given grace and that systems are put in place to avoid this in the future,” he wrote in a tweet on Tuesday, after noticing the mistake in Virginia.
I have made my share of typos. I can still remember some several years later. This one is huge.
— Neil Parekh (He / Him / His) (@neilparekh) January 14, 2025
Coors put out a press release with images to fess up. https://t.co/Ae3zoQMYZE
Hope that relevant staff are both given grace and that systems are put in place to avoid this in the… pic.twitter.com/6AtfcokccX
Coors Light concluded its statement by thanking users for letting them know of the errors.
