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Ad meter 2019: Bud Light's goes medieval on brewing in their first of three Super Bowl ads. USA TODAY

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A marketing campaign that began with a Super Bowl commercial and ignited a battle between Anheuser-Busch and its largest competitor, MillerCoors, has escalated to all-out war.

MillerCoors, owner of the Miller Light and Coors Light brands, is suing fellow beer conglomerate Anheuser-Busch, brewer of Budweiser, Bud Light and Busch Light.

The lawsuit accuses Anheuser-Busch of launching a "false and misleading advertising campaign targeting Miller Lite and Coors Light in order to deceive beer consumers into believing that there is corn syrup and high-fructose corn syrup in Miller Lite and Coors Light to increase sales of Bud Light."

► More: Ag leaders say Bud Light's Super Bowl ad attacks rural America, farmers

Citing the series of television commercials, digital advertising spots and responses received on social media platforms, the lawsuit demands that Anheuser-Busch cease the anti-corn syrup marketing campaign and compensate MillerCoors for damages incurred.

While it functions as a way for MillerCoors to officially express what it views as malignment and false accusations from a competitor, the lawsuit is also a way to publicly push back against the advertisements.

► More: Offended by Bud Light's attack on corn syrup, one Iowan added it herself

"It's another way of fighting this battle," Beer Marketer's Insights Executive Editor Eric Shepard said of the lawsuit. "Competition has always been fierce in the U.S. beer industry, but it has usually not played out in federal courts. For MillerCoors, it's a response and it's an escalated response."

A representative from Anheuser-Busch was not immediately available for comment. 

The lawsuit can be viewed in its entirety below.

Follow the Register on Facebook and Twitter for more news. Aaron Calvin can be contacted at acalvin@dmreg.com or on Twitter @aaronpcalvin.

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