Kirks asks Aussies – boardies or budgies? in new integrated campaign via Momentum Worldwide
Iconic Australian soft drink brand, Kirks has launched a Facebook-led campaign ‘Boardies or Budgies’ with the aim of finally settling the great Aussie debate; originally sparked in the mid-80s when the popularity of boardies began to divide a nation via Momentum Worldwide.
The promotional idea involves a partnership with another Aussie classic – Mambo – where 25,000 exclusively designed Mambo budgies or boardies (depending on personal preference) are up for redemption until the end of December via the Kirks Originals Facebook page.
Supported with radio, outdoor and digital nationally, the campaign is encouraging consumers to purchase specially-marked Kirks products, visit the Kirks Originals Facebook page, and redeem their boardies or budgies via the ‘Boardies or Budgies’ app, valued at $39.95 and $29.95 RRP respectively.
Aussies can still make a difference in the debate without purchasing specially marked Kirks bottles, by going online and voting for their preference.
Says Belinda Brennan, Coca Cola Amatil head of brands: “Kirks is one of those unique brands that has stood the test of time and remained a favourite with Australian families since 1865. We want to continue to re-establish the iconic Kirks brand with younger generations, and remind them of where the unique culture, traditions and icons they enjoy everyday stem from.
“Up until the 80s, boardies and budgies happily co-existed on Australian beaches. However, year after year the debate seems to get hotter as we hit the beach and poolside – what do Australians prefer to see and been seen in?”
Getting in on the debate and decked-out in their preferred option, Nova radio personalities Fitzy (left) and Wippa (right) recently took to Sydney streets to help settle the question as part of the radio launch of the campaign.
Momentum Worldwide – Campaign thought, promotional implementation, in-store and on-pack
One Green Bean – Facebook community management
IKON – Media
McCann Erickson – ATL
Prime Focus – Digital build
5 Comments
Groan, another budgie concept. so very, very lazy.
Dead set rubbish.
who cares?
Get over the budgie thing. It was funny the first time I heard it15 years ago- it’s been derivative ever since.
It’s bloody hard doing anything half decent in a promo agency. This could easily have been Win A Holiday. The stuff that clients call sales promotion is nothing like the fantasy land of Cannes etc. The gap between reality and award world is greater than any other area in the business. So hats off to Momentum for this at least having a semblance of a thought. Punters will like it too. God knows why they threw it to the dogs on here though