Men calling their friends rude nicknames is a way of showing they care, according to a psychologist. Behavioural psychologist Jo Hemmings said male banter is often 'misread' and that using potty-mouthed nicknames in friendship groups is a good thing.
Research commissioned by Foster's found 59% of men say affection is best expressed with slang names and insults. The study also found 25% of men say they've lost more than half their friends in the past five years - with 61% saying they feel awkward trying to reconnect.
Jo Hemmings said: "We often misread male banter. The outrageous nicknames, the mock insults, the faux aggression. On the surface it can sound abrasive, even offensive, but psychologically it's often the opposite.
"For many men humour is the socially acceptable language of intimacy. Teasing becomes coded connection. Insults become a form of inclusion. The subtext is 'you're safe here'. Humour allows affection without exposure. When a man calls his friend an idiot, what he often means is 'you matter to me'. Banter isn't emotional avoidance, it’s emotional translation."
The research is part of the Aussie beer's new 'Love You Cans' campaign aimed at friends who might have lost touch and struggle to express conventional affection. The limited run of Foster's cans, emblazoned with rude nicknames up the side, speak to the love language of mates.
In addition to the cans, Foster's has launched travel expert-curated guidebooks for British mates who have lost touch and haven’t seen each other for ages.
Zach Jordan, Senior Brand Manager at Foster's, said: "Foster's understands that British mates don't always say 'I love you' and that they have a unique way of showing they care - through humour, banter and often a cheeky insult. The problem is when life gets busy and friendships drift, it can feel awkward making that first move.
"'Love you Cans' is about giving blokes a simple, no-pressure way to reach out using the language they already throw around with each other down the pub. Send a can, write a note, have a laugh and start that group chat again. That’s the real heart of the campaign.
"To top it all off, for two lucky mates we're taking it one step further with 'K*** Holidays'.
"It's the ultimate Aussie trip packed with iconic spots and even more banter. Sometimes all it takes is the smallest nudge to rebuild a friendship and moments like this are best shared over a pint (or a can!)."
Foster's are giving two mates the chance to reconnect on a money-can't-buy 14-day trip Down Under to visit a number of knobs. For more information, visit https://www.fosters.co.uk/loveyoucans
