Some customers of the renamed water utility companies, Vivendi in France and Viridor in south-west England, could be in for a big disappointment.
On the surface, these companies have merely tapped into the vogue for irrelevant names, changing them from CompagniÃ© GÃ©nÃ©rale des Eaux and South West Water respectively.
But given the similarity between the new names and performance-enhancing drug Viagra, there is just a chance some customers might think that if they drink enough water… well, look out ladies.
Of course, the water companies are unconsciously encouraging this association. Both claim they are changing their names to better reflect their ‘expanding’ portfolios.