Mass Marketing

Titanic Enterprises uses parodies of famous corporate logos to market a nondenominational Christian message, taking a pop-culture hint from record labels, skateboard companies, and other businesses that have been piggybacking on corporate brand recognition for years. If you think there’s something odd — or humorous — about seeing the familiar Crest toothpaste logo revised to read, “Christ: Whitens Hearts, Freshens Lives,” Mr. Bubble reworked as a satanic “Mr. Trouble,” or the UPS logo altered to read, “JPS: Jesus Personal Savior” (he delivers!), you’re probably not alone. It’s a good bet that “¡Yo Quiero Jesus!” T-shirts are going to end up on more than a few nonbelievers, which is probably fine with Titanic and other manufacturers. As Brian Johnston, president of a Christian shirt company called Verses Wear, told Christian Retailing magazine, “There’s no reason that Satan should have all the good T-shirts.”