Kia kaha of the 28th Māori Battalion. The phrase has been used for the title of a song by Split Enz and a book, "Kia Kaha: New Zealand in the Second World War" by historian John Crawford. Other songs to use Kia kaha as part of their titles include "Kia Kaha Nga Iwi" (Be strong, o tribes), by Ngoi Pewhairangi. Kia kaha has been used as the name of various products, most notably a clothing manufacturer. It is also the official name of the New Zealand Police's school anti-bullying campaign. It was incorporated in the RNZAF'S 75 Squadron motto, "Ake ake kia
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