Tui extends olive branch to Bethlehem Community Church
New Zealand’s most popular beer brand, Tui, has extended the Bethlehem Community Church near Tauranga an ‘olive branch’.
The church had been using Tui’s trademarked billboard format to promote its own messages for the past eight years yet
Tui only became aware of it after a call from the media last week.
A call by a brand representative to the church’s Minister, Reverend Jim Wallace, asking if he was aware of the trademark
breach, prompted a media frenzy and nationwide debate over whether or not the church should be allowed to use the beer
brand’s billboard equity.
But behind the scenes, Tui was working towards a peaceful resolution. Soon after the issue was raised, Tui marketing
manager, Jarrod Bear, asked the brand’s advertising agency, Saatchi’s, to look into a new billboard format specifically
for the church. The move is a first for the brand and not something it would usually do but Bear says in this instance
he felt it was warranted.
“We appreciate that the church’s use of our billboard format was simply designed to raise awareness of their offering
and not denigrate our brand in anyway.”
Bear says the new billboard format suggested by Saatchi’s provides the church with a truly unique platform for its own
messaging going forward – if it so wishes.
“Whether or not the church uses this new creative or not is purely up to them,” he adds.
But it seems the new billboard design has struck a positive chord with Reverend Jim Wallace who was presented with the
concept yesterday. He says he’s delighted with Tui’s generous offer and he’ll be discussing the suggested billboard
design with his fellow church members.
“We are a small church and don’t have money for hiring a professional design agency. We’re thrilled that Tui has stepped
in and helped us do just that.”
Bear says the church’s intentions were honest in putting up a Tui look-alike billboard but unfortunately he’s seeing
more and more copycat versions popping up around the country and receiving an increasing number of complaints as a
result.
“In the church’s instance there are no hard feelings and we’re pleased to be able to help them out. I’ve also offered to
shout the Reverend a Tui sometime and he’s invited us to visit him next time we’re in Tauranga. I’m looking forward to
both.”
Reverend Wallace says he was delighted to meet Jarrod in person and impressed by the generosity of Tui.
“It was great to meet Jarrod in person and share a laugh,” he says, “It shows that Tui really does have a sense of
humour after all.”
ENDS