Kirks – Creating Fond Memories For a Brand Most Australians Had Never Heard of

Guy Marshall and Ashley Farr

Executive Summary

This is the story of ‘Kirks", a soft drink brand that originated in Queensland and possessed little equity outside of it. A brand that sold old-fashioned flavours and relied on the authenticity of these to separate itself and justify its medium price point. This case study demonstrates how you don't always have to have a history to create one. That you can create a consumer bond through shared and detailed memories. The incredible 30% increase in volume of sales over the 09/10 summer demonstrates that a successful campaign is not always built on innovation, modernization, new flavours and packaging but can simply connect with a brand truth and history… even if you have to create it through the power of association.

A local identity leveraged nationally