At Trilogy, a Wellington-based skincare company, that question would result in a $5 fine.

Sisters Sarah Gibbs and Catherine de Groot, who run Trilogy, have banned the word from their office.

They have put up tongue-in-cheek posters warning against use of the word and each time someone utters it he or she must put $5 in a swear jar.

The money raised will go towards an office lunch.

Borne of a frustration with the world’s pre-occupation with being gloomy, the concept was originally intended only for the company and its trade partners.

Ms Gibbs says it was to encourage everyone to “get on with it and try and have a bit of fun”.

But after high-profile media coverage, Trilogy has been approached by several large New Zealand companies all wanting to use the idea, Ms Gibbs says.

When she sent an R-word pack to the Prime Minister’s office, he congratulated her on her positive initiative.

The concept has been such a success that it has even been adopted in the UK by the Boots pharmacy chain and in Australia by Myer department stores, Ms Gibbs says.

While the campaign has undoubtedly raised the company’s profile, it is more about philosophy and was never intended as a marketing strategy.

“It’s very typical of the way we like to think around here. We think a little differently, we think positively,” Ms Gibbs says.

She admits the worst offender in the office is in fact herself, and says while it is a bit of fun there is a serious side.

“We just hope we won’t need to ‘D’ proof our office.”