Nostalgia is a powerful emotion. It’s kind of like the brain’s natural Xanax, flooding our bodies with wonderful memories. It’s probably why Flashback Fridays and Throwback Thursdays are so popular.
Kirks’ rich heritage dates back to 1865, but in 2010 it was relatively unknown outside of Queensland. While our grandparents and great grandparents may have fond memories of enjoying a creaming soda after school, new drinkers didn’t have the personal connection with the brand.
SMART’s challenge was to revitalize the Kirks brand and to make it relevant to Australia’s Baby Boomers.
SMART created a campaign that conjured treasured memories of times past and aligned the Kirks brand with the joy that comes from life’s simple pleasures.
Kirks reminded Australians of the good old days, when hanging out meant swinging on a hills hoist, and when kids would walk home from school wearing magpie proof helmets.
The campaign ran across print, TVC and online, reconnecting Australians with their treasured memories.