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Bon Jovi wants energy drink to change name


March 7, 2008
By Canadian Vending

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Jon Bon Jovi wants the owner of the Mijovi energy drink to change its name, arguing it is too similar to his famous moniker.

Jon Bon Jovi wants the owner of the Mijovi energy drink to change its name, arguing it is too similar to his famous moniker.

But Marcos Carrington says his coffee-based energy drink is named after his girlfriend, whose name is Jovita, not the 45-year-old rocker.

Los Angeles lawyer Peter Laird, representing Bon Jovi, objected to the word “Mijovi” as well as other words “itsmijovi” and “itsmilife” that appear in the company’s marketing materials and on the can, in a letter sent earlier this year.

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Carrington said the words “itsmijovi” and “itsmilife” are meant to mean “it’s my jovial life.” The full phrase on the can is “itsmienergy.itsmijovi.itsmilife.”

“It is just unfair,” Carrington, 37, told the Asbury Park Press. “It is unfair because Mijovi has nothing to do with Bon Jovi.”

A spokeswoman for Bon Jovi declined comment when contacted by the newspaper.

Carrington said he started Mijovi in August 2004 as a way to raise funds for an environmental consulting business.
He said there were no coffee-based energy drinks even though coffee is one of the bestselling beverages in the U.S. Working with a flavour company, he developed Mijovi, a coffee drink that contains taurine, B-vitamins and caffeine.

Carrington says he’s willing to stop using “itsmilife” on cans once an inventory of 3,000 cans is used up. But he says he’s keeping the faith – and the name Mijovi.