soldier with AK-47
soldier 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.”