SAME GOBBLEDOK. NEW TRICKS.

To launch Smith’s Chips on TikTok, we needed an idea that could feel native to Gen Z without losing the brand’s heritage. Bringing back the Gobbledok did both. For Millennials, he triggered instant nostalgia. For Gen Z, he arrived as one of Australia’s most iconic brand mascots. Rich with character, history, and perfectly suited to a platform where brand mascots were thriving. After a 30-year hiatus, the creative platform centred on the Gobbledok emerging from a pantry and realising that to get to his beloved Smith’s chippies, he’d need to get with the times. Same obsession. New behaviours. Built for TikTok.

The Gobbledok emerges from his pantry:

The Gobbledok discovers online delivery:

The Gobbledok makes a friend:

More here from 8/3 –12/12, 2022
https://www.tiktok.com/@smithschipsaus

MY ROLE
Creative direction across concept, character platform and TikTok channel launch. Leading the development of the core idea, shaping how the Gobbledok was reintroduced for a TikTok-first audience, and guiding execution to balance nostalgia for Millennials with discovery and relevance for Gen Z.

RESULTS

Millions of views across TikTok
Thousands of new followers and real-time interactions as the channel launched

The second coming of the Gobbledok

Client: Smith’s Chips Australia
Brief: Launch Smith’s Chips on TikTok
Idea: We brought back the Gobbledok – a fictitious alien used to promote Smith's Chips brand of potato chips in the 80’s and 90’s. Relaunching him on the Smith’s Chips TikTok channel, today the Gobbledok is not only hungry for Smith’s brand of “chippies”, he also has an appetite for something else… to fit in. Giving us leverage to tap into a nostalgic audience who grew up with him (Gen X & Y), and a new audience who are meeting him for the first time (Gen Z).
My role: Creative Lead, Art Director