World famous in New Zealand

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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.[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.

The term is simultaneously both parochially proud and self-deprecatingly humorous. It indicates a pride that a small country should be able to produce individuals which, in the opinion of the speaker, would be of a necessary standard to become world famous, yet at the same time it recognises that these individuals come from a country which does not have a high international recognition factor, and therefore these individuals are destined to remain "big fish in a small pond".

History[edit]

The phrase was created by the advertising agency of Coca-Cola Amatil 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, both an Intellectual Property Office commissioner and when he later appealed to the High Court, the appeal was dismissed, allowing Coca-Cola Amatil to trademark the phrase.[3]

Other uses[edit]

The phrase has also been used as the title of a 1999 album, World Famous In New Zealand, a compilation album by New Zealand rock musicians released by Epic Records, and a 2001 book, World Famous in New Zealand: How New Zealand's Leading Firms Became World-Class Competitors, by Colin Campbell-Hunt, James Brocklesby, Sylvie Chetty, Lawrie Corbett, Sally Davenport, Deborah Jones, and Pat Walsh (Auckland, Auckland University Press).

See also[edit]

References[edit]

  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. 

External links[edit]