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Awa-oh
Advertising is a clever game — often a language game (I certainly pause every time I hear Devo in a dust cloth commercial). No-sword, a Japanese language blog, writes about a fortuitous translation that allows for the re-purposing of the "oh-ah-oh" in the The Buggles' hit "Video Killed the Radio Star" to feature the name of a new Suntory product: Awa's. Awa is Japanese for "froth, bubbles, head (of a beverage)", and the sales hook seems to be that Awa's is fizzy in the extreme! So much so that even young women might want to drink it, instead of the tired, rumple-suited middle-aged men slumped over the bar at midnight who define the traditional market for highballs. (SUZANNE)
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