soldier with AK-47soldier with AK-47

Kalashnikov is rebranding its high-powered rifles, the choice of insurgents, terrorists, and other gun nuts, with a fancy new ad campaign and a new slogan.

Russia Today – the country’s state-sponsored media — explains the new slogan’s dual-meaning:

“In Russian it translates as ‘Weapons of Peace’ or ‘Weapons of the World.’ The ambiguity missed in the English version is meant to stress both the prevalence of Kalashnikov firearms in the world and its producer’s mission to provide nations and individuals with the means to protect themselves.”

They’ve also made a  slick video ( in Russian)  to promote the weapon’s new image:

According to the Guardian, “Sergei Chemezov, head of Russian Technologies, a state corporation with a controlling stake in Kalashnikov, said he hoped the new brand would become as well known as Apple across the world.”

Apple sold over 800 million devices across the world last year, according to The Verge.

That’s one device for every 8,906 humans.

“The Kalashnikov is a Russian symbol that is known across the world,” said Alexei Krivoruchko, Kalashnikov’s chief executive. “The rebranding is a symbol of changes in the way our business works and our product lines that have been long in the making. The new brand will reflect our main principles: reliability, responsibility and technological efficiency.”

The AK-47 is well-known as the top choice of militants and terrorists around the world, including ISIS.

Sanctions against Russia caused gun nuts to buy up most of the US AK-47 supply last September.
Last January, after his death, the Russian Orthodox Church published a letter it received from Mikhail Kalashnikov, the inventor of the AK-47. In the letter, Kalashnikov expressed anguish over the deaths his gun caused. He wrote:

“My spiritual pain is unbearable.

“I keep having the same unsolved question: If my rifle claimed people’s lives, then can it be that I … a Christian and an Orthodox believer, was to blame for their deaths?

“The longer I live, the more this question drills itself into my brain and the more I wonder why the Lord allowed man to have the devilish desires of envy, greed and aggression.”


By Hypatia Livingston

"Reserve your right to think, for even to think wrongly is better than not to think at all."Writer, thinker, researcher, philosopher.

9 thoughts on “Kalashnikov ‘Rebrands’ Their AK-47 As ‘Weapon Of Peace’”
  1. Great guns, great fun. I have 4 different models. I also have a now banned for import the Saiga12 shotgun. Twenty round drums of fun. Plenty of AK’s are made 100% in the USA, the ban did nothing but boost the profits of those selling inventory already imported form Izhmash.

    1. All the money goes to the top. Brands have licensing fees. So the main profits always go to Russia and the Kalshnikov families — even the belt buckles and new clothing line they sell.

      I don’t know why conservatives love Russian ideology so much.

      1. Nah, I don’t wear belts and certainly don’t wear gun themed t-shirts. I wear shirts Che with a big red circle and line thru it. The guns are great. So are Toyota trucks, that doesn’t mean I want to rape Nanking though…. or does it?

      2. Conservatives don’t love Russian ideology, that’s a leftist thing. They make decent vodka and reliable firearms.

  2. The AK-47 is one of those weapons that I think should be banned, other than perhaps military use. There is no earthly reason for the average person to own such a weapon.

    1. I completely agree with you and I have been saying this for years now. What is the point in having such a powerful gun like this? You know that it is never going to be used for its intended purpose. Like you, I feel only the military should be allowed to have this weapon.

      1. It is NOT a “powerful gun” by most standards. It’s an intermediate power cartridge/rifle. Significantly less powerful than your average hunting rifle. But you probably think they should be banned as well. The AK-47 and its successors are a great choice for plinking, self defense, and can be very collectable and valuable.

        1. I think the idea of having the letters AK in front of any gun give many people a reason to worry. I completely understand what you are saying here but most people will never read it the way you (or I) do.

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