Coca-Cola reignites age-old Aussie debate as Share A Coke return

News.com.au

22-04-2025

A popular marketing campaign by one of the world's biggest soft drink companies has reignited an age-old debate about an Aussie phrase some consider offensive.
Coca-Cola recently bought back its Share A Coke campaign, a popular initiative that sees personalised Coca-Cola, Diet Coke and Coke Zero Sugar cans and bottles hit shelves across the country.
After initially launching in Australia back in 2011, its return features almost 200 names and nicknames, allowing Aussies to shop their own names from those available in-stores.
The cult-drink brand has also included a few very Aussie phrases such as 'Boofhead', 'Sis' and 'Old Mate'.
But one term adorned on select cans and bottles has raised a few eyebrows, prompting one person to take to Reddit with the question: 'Is this a slur or a badge of honour on this Coke Zero can?'
The phrase in question was 'Bogan', a slang word often used to describe a person with a working class background.
It can be traced back to the western suburbs of Melbourne in the 1980s and is also used as a replacement for the term 'larrikin'.
But overwhelmingly it refers to a person whose speech, clothing, attitude and behaviour are considered unrefined or unsophisticated.
After an image of Cole can with 'Bogan' written across it was shared to Reddit, Australians were quick to weigh in on whether it was a derragtory term or not.
'Everything is a slur of you want it to be,' one said.
'Surely we're not actually calling 'bogan' a slur now,' another agreed
Another social media user added: 'Classist people do use it as a slur, but honestly, I'm in my 40s, and most bogans I've met in my life are self-proclaimed and proud of it. I will say that the one place I have seen it used negatively towards others is in Canberra.'
Another argued: 'Bogan can go either way. I know people who will freely call themselves a Bogan, but I'd never call someone a Bogan, even if they said it was OK, I just wouldn't.'
One commented: 'I'm currently drinking Boofhead … frequently get boomer too.'
'Most Aussies are slightly bogan or know someone who is lol. It's definitely an Aussie slang,' one said.
Another added: 'I found two side-by-side that said Boomer and Boofhead. Took a photo and was gonna send it to my stepfather but yeah, thought he might figure it was a slur.'
'Bogan is part of Australia's cultural identity, why would it be a slur?' asked someone else.
Henry Paternoster, a historian and academic, told 9 News in 2020 said the phrase has a lot of different meanings, stating it initially had to do with class.
'We don't really use the term working class anymore so when we talk about class we now use words like 'bogan',' he said.
'I think one of the really interesting things about this word is that 'bogan' can be used depending on whether you want to celebrate bogans or you want to denigrate them, it becomes this stereotype used to bash Australian or to elevate some aspect what you think Australian culture is.'
A Coca-Cola spokesperson told news.com.au 'the Share a Coke campaign is designed to be fun and inclusive'.
'We think 'Bogan' is a classic Aussie term usually used in good nature,' the rep added.
'In fact, from our research, we believe there are some Aussies that are very proud to be called Bogan.'