World famous in New Zealand

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The slogan as it appears on Lemon & Paeroa bottles. Lemon and Paeroa.jpg
The slogan as it appears on Lemon & Paeroa bottles.

The phrase "world famous in New Zealand" is a commonly used phrase within New Zealand and the slogan of Lemon & Paeroa soft drink, coined by the British advertising agency Saatchi and Saatchi in 1993. [1] It is used to describe items that though famous within New Zealand are unknown in the rest of the world, whereas similar items and people in larger countries would have a far higher media profile and would therefore be famous worldwide.

Contents

The term is simultaneously both parochially proud and self-deprecatingly humorous. It indicates a pride related to the expression "big fish in a small pond".

History

The phrase was created by Saatchi & Saatchi Auckland, the advertising agency of Coca-Cola Amatil at the time, and came into widespread use in 1993 when it was used as the slogan for the New Zealand soft drink Lemon & Paeroa (L&P). [2]

In 2009 Paeroa businessman Tony Coombe tried to prevent Coca-Cola Amatil from trademarking the phrase, saying it was a "Kiwi-ism" that belonged to all New Zealanders. However, an Intellectual Property Office commissioner disagreed, and when he later appealed to the High Court, the appeal was dismissed, allowing Coca-Cola Amatil to trademark the phrase. [3]

Other uses

The phrase has also been used as the title of books and a music album. In 1999 the compilation album, World Famous In New Zealand, by New Zealand rock musicians was released by Epic Records; it was sponsored by L&P with proceeds going to the Peace Foundation. [4] Several books have used the phrase in their titles:

The phrase inspired the title of the 18th episode of the popular show Power Rangers Dino Charge , "World Famous (in New Zealand)", which also takes place in New Zealand. Albert Smith, a tour guide and adventurer the rangers meet, also refers to himself with the phrase. [9]

See also

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References

  1. ↑ Mace, W. "Kiwi's scrap with Coca-Cola world famous in NZ", stuff.co.nz, 17 December 2009. Retrieved 5 August 2015.
  2. ↑ "'World Famous' soft drink battle to have day in court". NZ Herald. NZMA. 14 May 2010. Retrieved 25 August 2015.
  3. ↑ "COOMBE V COCA-COLA AMATIL (NZ) LIMITED". Andrew Brown. Andrew Brown. Retrieved 25 August 2015.
  4. ↑ "World famous in New Zealand". natlib-primo.hosted.exlibrisgroup.com. Retrieved 17 September 2023.
  5. ↑ Campbell-Hunt, Colin (2001). World famous in New Zealand: how New Zealand's leading firms became world-class competitors. Auckland: Auckland University Press. ISBN   1869402499.
  6. ↑ Nielsen Wright, F.W. (2001). Karl Wolfskehl as kiwi : a further essay on the kiwi connections in life and in death of Karl Wolfskehl, 1869-1948, the German poet world famous in New Zealand. Wellington: Cultural and Political Booklets. ISBN   186933485X.
  7. ↑ Bertolotti-Bailey, S (2005). World famous in New Zealand. Canberra, A.C.T.: Canberra Contemporary Art Space. ISBN   1875526978.
  8. ↑ Dean, Linda (2021). Rodney the cat: world famous in New Zealand. Whanganui: Rodney the cat world famous in New Zealand. ISBN   9780473586072.
  9. ↑ Power Rangers Dino Charge, Episode 17, "World Famous! (In New Zealand)", Original Airdate: November 7, 2015
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