It's the camera named Zoe and its makers believe the moniker will mean more sales than if it had been branded the traditional way - Fujifilm Z110.
It's one example of businesses coming up with creative brand names they think tech-savvy teenagers are demanding.
Cleo Mitchell, of Chilli Marketing, said electronics firms in particular were moving away from traditional numerical model numbers and towards brand names that gave an identity.
Brand names that decribed the product were popular, she said, as more purchases were made online and fewer on the advice of retail staff.
"It is definitely a trend to move away from a model number to something that describes a benefit."