March 5, 2001 -- Paul Kirwin, of Park City, Utah's Kirwin Communications ad agency, takes an interestingly realistic view of the controversy surrounding his company's recent advertising pitch for the Wasatch Brewing Company. Asked by the Salt Lake Tribune about the potential for the campaign to offend the state's large population of Mormons, he replies: "How can you lose a customer you'll never have?" (Under church dictate, Mormons are not allowed to consume alcohol.)

The ad campaign, which according to the Tribune has offended some prominent Utah Mormons, including some legislators and beer distributors, is meant to be good fun, says Wasatch partner Greg Schirf. "The campaign really isn't intended to give offense to the prevailing culture," he says. "We just want to sell beer and have fun doing it."

One of the pieces of the attention-grabbing campaign is a billboard that exhorts Utahns to "Baptize your taste buds" with Wasatch beer. Another controversial element is a radio spot that features Elders "Rulon" and "Heber" enduring door after door slammed in their faces before Heber finally blurts out "Beer!" and reveals their mission is one of a different kind. "We're here to spread the word about good beer . . ." Heber says. "We're on a mission, sir."

The campaign certainly has people talking. A recent phone-in poll on a Mormon-owned radio station resulted in 48 percent of the callers wanting the billboard taken down, while 52 percent thought it should stay. Church spokesman Dale Bills is reported in the Tribune as having said that the Mormons had no official comment on the ad campaign.

And for those who do take offense, Schirf has a recommendation. "I suggest to them that they do what I do when I don't like an advertisement -- don't support the product. Don't buy Wasatch beer," he says. "Then, there's a dead silence at the other end of the line."

Search The Real Beer Library For More Articles Related To: Wasatch Brewing, Utah

Feedback?

We're very interested in your news, notes, comments and questions, so please feel free to contact SBWoB by clicking on the link below. Or you can add your comments when you sign up for the World of Beer Update, a mid-month e-mail newsletter that brings even more of the world of beer to your computer.

Send Feedback To: beaumont@worldofbeer.com