A "Problematic Brand," Lutheran Church Turns to Advertising

MUNICH, Germany, MARCH 3, 2002 (Zenit.org).- The Lutheran Church in Germany plans to invest $1.5 million to improve its image.

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Its new motto is “Protestants Ask Questions.” The agency that will launch the campaign believes that one of the problems of this Christian denomination is the absence of a “notable figure,” such as the Pope.

The community that goes back to Martin Luther is suffering from a drop in membership and attendance at religious services. It hopes that the media campaign attracts faithful, the daily Frankfurter Allgemeine reported.

The church will hire the Melle Pufe advertising agency, whose latest success was the Afri-Cola soft drink. Melle Pufe has won renown for helping organizations with image problems, such as tobacco firms.

The campaign will include large posters displayed in 100 cities, as well as newspaper ads geared to enticing “people who are far from the church.”

Barbara Kotte, creative director of the firm, described the church as “a problematic brand.” Its lack of a Pope or similar leader, while an important feature of the church´s history and identity, it is a problem in terms of marketing, she said.

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