The Beermat Blog

UK based beermat manufacturer, Thirstys.co.uk Limited have taken the unusual step of advising their existing and potential customers of an advertisement currently running with Google Adwords is using the term ‘Thirsty?’. The company believe the use of this word is likely to cause confusion in the market given Thirstys is a well know brand in the UK and the name is synonymous with beermat manufacturing.

A company spokesperson said “We have had a number of customers indicate that they believed this advertisment was for our company and they have responded in accordance with this belief. The principle issue here, is that it is very clearly not difficult to confuse the term ‘Thirsty?’ with our own trademark ‘Thirstys’.

Added to which, because the website uses a generic name ‘beermatcompany.com, the casual browser is given no clue that this website has nothing to do with Thirstys until they reach the site. From what we can ascertain, whilst describing themselves as a manufacturer, this organisation does not actually own a print press. In addition, despite the fact that it publishes a UK address (which is shared by as many as 200 other companies), try as we might, we have been unable to identify any UK based employees, only a director based in Holland. The reality is we can all dress as an airline pilot, but in the final analysis, to those in the know, we would still be an ordinary member of the public in a uniform!

For the record we wish to state that Thirstys.co.uk Limited have no association with The Beermat Company or The Beermat Corporation Limited and we shall be seeking guidance from our legal advisors regarding the form of this particular advertisement.”

In the meantime, Thirstys have asked that any individual or company that may have experienced similar confusion as a consequence of this advertisement to get in touch with them.

It is perhaps appropriate, that when Bath & North East Somerset Council wanted to launch a campaign highlighting the need to recycle, that they should include beermats as one part of their media campaign. This is because, apart from the obvious benefit of full-colour, litho-printed beermat being able to deliver a message with impact, beermats also 100% recyclable. Clearly demonstrating that Bath & North East Somerset Council practice what they preach.

The council used buses to deliver their message, as well as posters and beermats which were distributed to local businesses. Funding for this initiative was been granted by WRAP (the Waste & Resources Action Programme) established to promote resource efficiency.

A not-for-profit company, WRAP is backed by substantial Government funding from Defra and the devolved administrations in Scotland, Wales and Northern Ireland.

Apart from being 100% recyclable, it is also worth noting that genuine beermats are produced from wood-pulp. The pulp is typically constructed from a mix of recycled paper pulp (about 85%) and Scandinavian indigenous softwood. The softwood is typically purchased from forests that adhere to the sustainable forestry programme, where more trees are planted, than felled.

Genuine pulp-wood beermats can be designed, manufactured and printed by UK based beermat manufacturers such as Thirstys.co.uk Limited, an established beermat company based in the Midlands.

Ocassionally, designing and printing beermats is only the first part of delivering a campaign, the second part is getting the message in front of a targeted audience. This often requires the distribution of the beermats into clubs and pubs.

UK beermat manufacturer Thirstys offers a complete beermat distribution service whereby they will design, print and distribute the beermats on behalf of the client. Distribution can be by postcode, town, city, region or the entire UK. Thirstys have a comprehensive database of landlords and licensees who are willing to participate in campaigns by placing beermats. Where a campaign is specifically targeted on one area or region, Thirstys will contact landlord and licensees in the area and seek their cooperation in supporting campaign messages.

Thirstys is unique amongst UK beermat manufacturers by offering this in-house service which, since launch, has been in high demand by Thirstys regular customers who have come to relaise the benefits of having their beermats professionally distributed.

Many, but not all, landlords and licensees experience a shortage of beermats and tend to be more than willing to accept free beermats, provided the campaign message does not detract from their surroundings. Thirstys staff are happy to advise on the practicalities of distribution in terms or areas, messages and likely acceptance.

When Northamptonshire Police wanted to introduce offices of their Community Safety Team, they opted to use beermats provided by UK manufacturer Thirstys to design and print their messages. Beermats were handed out to the public and placed in local pubs and clubs across the area served by the Community Safety Team.

In addition to introducing officers of the CST, the beermats were also used to appeal to the public to support the team by reporting crime and any concerns to the local officers. Because Thirstys beermats are litho printed in full colour, the clarity of the images was excellent.

A spokeperson for Thirstys said “We believe this was an excellent local initiative and providing a perfect opportunity to demonstrate how beermats can be used as a high impact, cost-effective method of getting an important message over. Furthermore, because the beermats are 100% recyclable, this method of advertising is environmentally friendly”.

Thirstys.co.uk Limited is a UK based manufacturer of beermats. Thirstys have lead the way in demonstrating how beermats can be used for non-alcohol marketing and branding exercisees and have eased the process by introducing new production and printing techniques which make it possible to print much smaller volumes at exceptional prices. Thirstys allow customers to order as few as 25 beermats, which are litho-printed, in full colour on genuine beermat (pulpboard) board.