About a year ago a coffee shop in Utah called “Just Add Coffee” came up with a unique merchandising idea.
As independent coffee shops often find themselves struggling to stay afloat, unique ideas are often the things that keep the cash flow rolling.
They decided to take an image of an angel blowing a trumpet and picture the hand of God pouring coffee into the trumpet.
Given that the business is named “Just Add Coffee”, such an image would be both an advertisement and a message to those seeing it.
A unique idea that I am sure they felt might appeal to some of their religious patrons who have a sense of humor. And for a year, it did.
Eventually the Mormon Church caught wind of the parody and swiftly brewed up a special pot of “Cease and Desist” coffee for the owners.
The reason for the “Cease and Desist” request — Trademark violation.
It turns out that the angel chosen for the “Just Add Coffee” parody is an official trademark of the Mormon church. Lesson learned.
March 28th, 2007 at 9:40 AM
“Infuriating?” I’ve seen other reports claiming that Mormons are “angry” about a coffee shop using the angel Moroni in parody sales, but this is the first time I’ve seen that we’re “infuriated.” Isn’t that just a tad over the top? I really doubt you could find anyone who is even slightly miffed that a coffee shop is tweaking Mormons with the use of a copyrighted symbol, but the point of the matter is that if the LDS Church doesn’t protect it’s trademarks, it will lose the right to control them. While the innocuous pairing of Moroni with coffee surely hasn’t angered anyone, unless the trademark owners quash this unauthorized use, it’s just a matter of time before it’s used in marketing that’s truly offensive and possibly infuriating.
March 28th, 2007 at 10:16 AM
Mormon opinions on this do seem to run the gamut from both extremes. I will concede that the number who are “infuriated” are probably less than those who are just mildly ticked off.
The Trademark Guy’s Blog (attorney Owen Smigelski) made an interesting point on this topic:
“…Can one have a trademark in a symbol that represents a religion? Where does this end- will the Mormons police all use of the name? Will they stop all use of the beehive (another symbol associated with Utah and Mormons) image? This is the same as the Pope asking people to stop using images of the cross or Christ in their names or logos. Similar arguments can be made for the Star of David or the Crescent Moon. Furthermore, there does not appear to be one image of Moroni that is always used, thus it appears they’re claiming rights to any guy blowing into a long horn. I’ve seen similar representations in artwork, architecture, and products elsewhere- so the Mormons have perhaps not been diligent in enforcing their alleged trademark. This enforcement of trademark rights can also extend to all individuals that use images of the Moroni statutes, which I suspect includes a significant number of tourist related information (guides, postcards, books, movies, etc) and other “unauthorized” uses of the angel Moroni.”
Full Post:
http://www.trademarkguy.com/bl.....marks.html
Personally I too find the argument a bit weak given that there is no standard image of Moroni that is used.
Frankly I think that the coffee shop agreed to stop the merchandising for two reasons: 1) They are a small coffee shop, the Church is huge with many resources, 2) They are in Utah and did not want bad press.
As we have seen with countless art depicting relgious symbols in a degrading manner there isn’t much Church’s can do about it. Claiming a trademark infraction is a stroke of genius because it addresses the issue from a purely secular standpoint.
Thank you so much for your comments, I hope to see your comments here more in the future! And if you ever get the urge to write about coffee, please let me know.
March 29th, 2007 at 9:18 AM
I couldn’t find a suitable image, so I made my own. I’m quite humored by all of this.
http://www.joel-junior.com/ima.....moroni.jpg
April 6th, 2007 at 3:12 PM
Thanks
We have a new shirt that removes Moroni but still has the hand coming out the clouds pouring coffee and has a caption that reads ” The Lord giveth and A Church Taketh Away” to order one just call “Just Add Coffee” 801-969-2300
April 13th, 2007 at 12:56 PM
Ed, all I can say is god bless the little miracles in life! To boldly go where no Utahn has ever gone before with your marketing idea is fabulous. It gives me hope that there is intelligent life living within our state! Doesnt anyone have a sense of humor? Did you read the article about the utahn with a vanity plate that reads “MERLOT”, has had it for ten years and some jackass neighbor turns the guy in; now the state is making him get rid of it.Please dont let this change your great business sense. I still think the guy wearing the tshirt uptown on the controversial Main Street area that read “I advocate 3% tithing and 30% beer should be given a medal. Its one thing to be proud of your religious affiliation and believe in it, its quite another to think that everyone living in your state has simply not been approached about joining their congregation. Thanks again Ed, heres to java jive!
April 14th, 2007 at 8:34 AM
That is great Ed! I think I like the new shirt idea even better than the first one!