Campaigner forces name change on Mana electronic cigarettes

A Maori anti-smoking campaigner is attempting to force Mana e-cigarettes to change its name. Photo / Thinkstock.

A Maori anti-smoking advocate has forced a Christchurch business to change the name of its non-addictive Mana-brand electronic cigarette.

Shane Bradbrook said the name Mana was sickening given that 600 Maori died every year from smoking and the choice of name suggested it was targeted at his people.

Topfloor Sales & Marketing sells the battery-operated device, which delivers a vapour instead of smoke.

Similar products contain nicotine but the Mana product does not.

It was on offer yesterday on a daily deal website for $14.50, but usually sells for $35.

Promotional material said it contained no tar, carbon monoxide, or "any of the other deadly substances found in tobacco cigarettes".

But Mr Bradbrook said, "It's misappropriating our reo to pitch a product which has still got a strong link towards smoking cigarettes which are killing our people."

When contacted by the Herald, company director Mat Docherty initially said the product would not be withdrawn, nor the name changed. However, an hour later he said he had taken legal advice and there would be a name change within the month.

"We're not targeting Maori ... or exploiting Maori ... Our goal was to give it a brand name that New Zealanders, both Maori and Pakeha, could identify with. We thought Mana could be a good name for it. Looking at it from that angle, we probably could have picked a better name."

Mr Bradbrook said he appreciated the quick reversal.

"It's good when people recognise they've made a mistake."