Coors Light began the process of taking down billboards mocking Toronto on Tuesday, but not before they’d ruffled a few feathers in Canada’s biggest city.

About 30 billboard ads in British Columbia showed a cold can of the beer next to the slogan: "Colder Than Most People From Toronto."

The ads had been up for three months and were set to come down Sept. 4, but not before sparking a series of complaint emails and calls to the company.

Coors Light public relations reps said the ads should completely disappear within a week.

"We just want to say to all Torontonians who took offence to this it was certainly not our intention and we're really sorry," said Adam Moffat of Molson's Canada.