http://lajollalight.com/2003/11/20/n031120guitarist_proves.html
Guitarist proves peanut butter and jazz make a tasty mix
MEET YOUR NEIGHBOR with LANCE VARGAS
Choosy moms may choose Jif, as the ad slogan states, but Jif doesn't choose David Warren, even though the La Jolla jazz guitarist wanted to give the peanut butter company some free publicity.
Warner has been a fan of the creamy spread for many years and named his group, Peanut Butter Jazz and Blues, in its honor. The group's logo even resembled the product's label, borrowing heavily from its design and color scheme.
"Not to offend peanut butter or any company, but peanut butter is not the most sophisticated of foods," said Warren. "We were playing similar music. We play Allman Brothers and then we play 'Take 5' and some of the simpler Miles Davis tunes, and then we play Lynard Skynard and some Beatles tunes in a jazz style, but not in a complex, reharmonized, seriously intellectual (style)."
In the week's preceding the group's CD release party at La Jolla's Hard Rock Cafe, Warren came up with a novel idea that he thought would be quirky and fun. He wrote to Jif and asked if they would like to sponsor the group and give away free peanut butter at his shows.
It seemed like a natural fit. He even offered to place a quarter-page ad in the paper with Jif's logo on it free of charge.
In the letter, Warren wrote, "I absolutely LOVE Jif peanut butter. It has the perfect creamy texture that's not too artificial, a slight graininess gives it a traditional peanut butter flair."
He goes on to say, "All we are asking is that maybe you can send us a small quantity of Jif peanut butter, maybe, if you have them, in smaller-sized promotional containers."
When Warren received a certified letter from Jif's parent company, Smuckers, a short while later, he thought the company was playing ball. Instead of the letter of gratification he expected, received something equivalent to a cease and desist order to stop using the brand's likeness in his materials.
"I think they took a harder line position than I thought was necessary," Warren said, "but I understand them having concerns."
The letter states that Warren's homage to their product was flattering, but Smuckers was concerned that customers may be confused by the use of the company's color scheme and may think that Jif is associated with the band.
Warren can relate to that sentiment, even if the company never bothered to check his band out.
"They don't know us," he said. "We could be throwing Jif at people and hitting them on the head with it."
Jif's director of corporate communications Brenda Dempsey wrote in an e-mail: "We appreciate Mr. Warren's enthusiasm towards our Jif brand. The letter we sent Mr. Warren politely requested that he refrain from the unauthorized emulation and use of our brand marks in his band's identification as they so closely resemble our Jif trademark that it may suggest an association with our company or our products that does not exist."
Warren has since altered his logo slightly but has retained the color scheme. He also changed the name of the band to the Dave Warren Group. He has released a CD, "Funplay" and performed at Hard Rock.