It’s official, and it makes for sad reading – British men are losing touch with their mates. A quarter say they’ve lost more than half of their friends in recent years and 61% admit to finding it painfully awkward trying to reconnect. But it’s not all doom and gloom; because the research also shows that men have their own unique ‘love language’ – one underpinned by ‘affectionate’ swear words.

New research from Foster’s has found that 59% of British males resort to calling one another names like ‘W*nker’, B*llend, D*ckhead, Toss*r and Kn*bhead’, as a way of expressing love towards their mates.

Behavioural psychologist Jo Hemmings commented: “We often misread male banter. The mock insults, the outrageous nicknames, 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.”

To champion the love language of British men, and to give them a helping hand in reconnecting with mates they’ve lost touch with, Foster’s has launched ‘Love You Cans’.

The limited-edition run of cans are emblazoned with the affectionate insults men already use with their closest mates. But these aren’t just novelty cans. They’re designed as an olive branch. Mates who’ve drifted apart can head online and send a ‘Love You Can’ directly to a friend, complete with a personalised note to act as an easy, no-pressure way to break the ice and open the door to conversation again in a style that rings true with mates all over Britain.

And the brand has gone one step further to hero these ‘insults’. It’s giving British men the perfect opportunity to embark on the ultimate reunion by merging sweary nicknames with travel…the result being Knob Holidays.

Spawned from the popular kn*bhead moniker, the holiday tour company is certainly different. Focusing squarely on ‘Knobs’ – places in Australia that is – Holidays for Kn*bheads to Australia’s top knobs is a travel-expert curated guidebook which caters specifically to British blokes who want to reconnect with friends.

And for two lucky mates who take that first step and reconnect – the once-in-a-lifetime trip is on the Foster’s tab.

Commenting on the launch of the campaign, 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 banter, humour, 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 ‘Knob 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!)”

A true foray into ‘Knob Tourism’, the guidebook is a one-of-a-kind handy companion which features suggested Knobs, itineraries and all the wondrous things that men (and a mate) can do and see in each spot.

The recommended 14-day kn*bhead holiday is centered around trips to a cohort of famous and lesser-known Knobs, including Yorkeys Knob, Bald Knob, Blue Knob and more. The holiday for kn*bheads will be available to enter via the new Foster’s “Love You Cans” website – loveyoucans.com.

In addition to the planned trip, the guide is also complete with a longer more extensive list of Knobs, designed for travellers to cherry-pick and design their very own Knob holiday. Curated to give kn*bheads the full monty, or in other words, the complete unfiltered deep dive into Australia’s glorious knobs, Knob Holidays outlines the way in which British mates can experience the breathtaking landscapes and scenery, incredible beaches, and top-notch attractions, all with a Foster’s in hand.