My oh my

What’s in a name ? Everything, possibly.

In March 2011, Kraft launched a pocket-sized add-to-water syrup called MiO. It enjoyed huge success in the United States and has led to the creation of a new liquid water enhancer category after similar launches by Coca-Cola, Nestlé, PepsiCo and others.

Two days ago, another drink called Mio was launched in Russia with the support of Rexam and Alcon, but this one is a milk shake in cans.

I can’t help wondering how long two drinks with the same name will be able to co-exist without a cold war.

My way out would be for the new brand to become Mjo, which is a shortened form of the Swedish for milk – mjölk. It wouldn’t even need the logo to change !