Misinformation By Molson Breweries About Its Homosexual Ad

Molson Breweries developed an advertisement depicting two lesbians in a bar, kissing, and this homosexual/lesbian imagery was to have appeared on prime time television last fall. (See Reality, Sept/Oct 1997, "Molson Breweries Uses Lesbian Advertisement", p. 14)

Many of our members took the time to write to Molson Breweries objecting to the ad. Molson Breweries responded with a letter signed by Marilyn J. McCrea, Vice President, Corporate Affairs, who claimed that REAL Women had printed misinformation about its ad. The company claimed that the controversial commercial was merely "in development" and that there were no immediate plans to show the commercial until market research on it had been completed.

It would appear, however, that Ms. McCrea's response on behalf of Molson Breweries was not entirely accurate. On January 23, 1998, REAL Women wrote to Ms. McCrea, as follows:

It would appear that your response is somewhat less than forthcoming about your company's controversial ad. There were numerous articles in the newspapers about it. In this connection, 1 am enclosing a copy of one article that appeared in the Ottawa Citizen on August 13, 1997. This is a particularly interesting story as it includes the picture of the actual ad. As well, the article states that the ad 'will appear' sometime this fall, as indeed, all the articles so stated. In short, it was a foregone conclusion that Molson intended to use the ad.

It is noted that Molson Breweries can attribute at least part of its success to business obtained from traditional families, which are 74% of the Canadian population (1996 census), most of whom would find the commercial to be offensive. Homosexuals, on the other hand, according to most authoritative studies and reports, consist of only 1% to 3% of the Canadian population.

As you are no doubt aware, the official homosexual community is seeking social and legal recognition for its lifestyle, the same that is now being granted the traditional family. To grant it this recognition by using an ad promoting homosexual/lesbian imagery, as an alternative lifestyle, is to undermine the sacrifices made by the traditional family -- sacrifices on which the future of this country depend -- and it gives the homosexual lifestyle unwarranted credibility and public approval.

In this connection, it is significant that our organization first learned about your commercial from the homosexual press which was, obviously, delighted with it being placed on prime time television.

It is realized that Molson Breweries is in business to sell its product -- but to do so by promoting a lifestyle and sexual practices objectionable to a majority of your consumers, would appear to be not only distasteful, but also damaging to your corporation's image.

We have received no response from Ms. McCrea or anyone else at Molson Breweries. This silence may be attributed to the fact that Molson Breweries has been caught out by its own misinformation.

Russell, ON

Mrs. Marlene Catterall Lib. Ottawa West - Nepean, ON

The Hon. Alfonso Gagliano Lib. Sainte-Léonard - Sainte-Michel, QC

Mr. Bob Kilger Lib. Stormont -Dundas, ON

Mr. Peter Mackay PC Pictou - Antigonish - Guysborough, NS

Mr. Chuck Strahl Ref. Fraser Valley, BC

Mr. Randy White Ref. Langley - Abbotsford, BC

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