Kirks – Creating Fond Memories For a Brand Most Australians Had Never Heard of
Guy Marshall and Ashley Farr
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...