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Living on a Prayer

Mijovi?

Nope..it’s apparently his.

When it comes to energy drinks, rock star Jon Bon Jovi thinks an East Brunswick man gives coffee a bad name.

The Jersey rocker 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.

After Jon Bon Jovi, who lives in Middletown, saw a can of Mijovi for sale in a cafe in nearby Red Bank in January, his lawyers sent Carrington a letter demanding that he stop using the name Mijovi.

“It is just unfair,” Carrington, 37, told the Asbury Park Press for Thursday’s newspapers. “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 best-selling beverages in the U.S. Working with a flavor company, he developed Mijovi, a coffee drink that contains Taurine, B-vitamins and caffeine.

Sounds like Jon Bon Jovi might be a bit unreasonable. Or is he?

In a Jan. 22 letter, 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. Rather than use Carrington’s spelling, the letter used the phrases, “It’s My Jovi” and “It’s My Life.”

“As you should be aware, one of Bon Jovi’s most popular songs is entitled “It’s My Life,” the letter states. “We hereby demand that you immediately cease and desist all further use of the name “Mijovi’ and “It’s My Life.’ ”

But 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.”

Now I’m beginning to smell opportunism in the air.

At any rate, if Mr Carrington has trouble finding a new name for his energy drink, he can always ask Steven Seagal for advice.

About the author

Picture of David Lange

David Lange

A law school graduate, David Lange transitioned from work in the oil and hi-tech industries into fulltime Israel advocacy. He is a respected commentator and Middle East analyst who has often been cited by the mainstream media
Picture of David Lange

David Lange

A law school graduate, David Lange transitioned from work in the oil and hi-tech industries into fulltime Israel advocacy. He is a respected commentator and Middle East analyst who has often been cited by the mainstream media
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