Molson Coors Brewing Co. has retracted an online marketing campaign in Canada with social networking website Facebook, because its message was being interpreted as promoting irresponsible drinking.

Speaking to just-drinks yesterday (26 November), Molson said that its campaign, in which students were encouraged to post pictures of themselves partying on campus, ended six days early due to "a misinterpretation of the intent of the promotion".

A winning school was declared and the winning picture will be posted, once those in the picture have been verified as being the legal drinking age, the company confirmed.

Ferg Devins, vice president of government and public affairs for Molson in Canada, said: "We felt that the misinterpretation would continue if the promotion was not concluded.

"The new medium of social media brings with it many challenges and we have learned a lot as a result of this promotion."

Molson maintained that it will continue to make an effort to understand and evolve with online marketing initiatives to reach its target audience in the future.