It’s not too late to reverse direction and call it “Oi”. Could there be a more perfect verbal activation? They could get Jason Statham or Vinnie Jones to do promotion.
For further distinction you can put the guy's first initial in there and call it a JOI.
I'm sure they could license some Cock Sparrer songs as well.
Oi, tudo bem?
Oi mate, you got a loicense for that trademark?