Kia ora is widely used. The New Zealand Ministry for Culture and Heritage website NZ History lists it as one of 100 Māori words every New Zealander should know, with a definition "Hi!, G'day! (general informal greeting)". "Kia ora" can follow a similar pattern to address different specific numbers of people. By itself, it can be used to address any number of people, but by adding "koe" (i.e., "kia ora koe"); "kōrua"; and "koutou" one can specify a greeting to, respectively, a single; two; or three or more people). Similarly, by following with "tātou", one addresses all the people present, including the
Kia-Ora launched a colourful, animated advertising campaign, directed by Oscar Grillo of Klacto Animations, which used the jingle "We all adore a Kia-Ora", and featured a child in a straw hat, a dog called Fedora who served the drink, and multiple crows who pursued the boy for a drink, with the boy responding with "it's too orangey for crows". Later promotions included Caramba's song "Fido", and the jingle was referred to in the Spaced episode "Gone". The advertisements attracted a degree of controversy in later years, with claims of implicit racism, because the boy looked similar to a golliwog. The brand