 The phrase was often associated with Richler himself.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.