Mild Mevius Coffin Bolts from Japan Tobacco
The coffin dodgers* at the quasi-governmental Japan Tobacco Inc. have improved upon traditional coffin nails†. In an effort to improve the international reach of their cigarettes, JT is changing name their flagship brand “Mild Seven” to “Mevius” in all markets within a year (WSJ.com | 2012-Aug-8: Japan Tobacco to Rename Its Mild Seven Brand).
A minor problem might be that “Mevius” is the name of a popular brand of lug bolts for automobile wheels.
*Old farts, the elderly (urbandictionary)
†Slang for cigarettes (urbandictionary)
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August 9th, 2012 at 9:28 am
MEVIUS has left the building.
August 9th, 2012 at 10:50 pm
“MEVIUS” is doomed to fail. Such a total re-branding will end up costing JT tons of money without any increase of their market-share. By destroying the well-known Mild Seven brand they are going to confuse their customers without any major advantage.