Smith’s Brings Back The Gobbledok For The TikTok Age Via Band Experience Agency Akcelo

Smith’s Brings Back The Gobbledok For The TikTok Age Via Band Experience Agency Akcelo

In the ultimate collision of worlds, Smith’s has just launched its TikTok channel (@smithschipsaus) by bringing back the much-loved 80s icon, Gobbledok.

Since launching Gobbledok on TikTok, Smith’s has seen a legion of fans, both new and old, embrace his quirks as they reimagine the character for a modern-day audience. Despite Gobbledok’s 80’s heritage, the character is proving to be a hit across a range of generations.

To kick off the launch after years in hiding, Gobbledok emerged from the back of the pantry where he’s been living for the last 30 years. After running out of Smith’s Chips, otherwise known as “CHIPPPIIIIEEESSS”, Gobbledok ventures out and into 2022, and finds things a little different to how he last left them. From discovering voice assistants and new chip designs to encountering a robo vacuum for the first time and mistaking it for a pet – there’s a lot to catch up on!

Since launching earlier this month, Gobbledok has helped to grow Smith’s TikTok channel by over 2000 per cent with the launch of Gobbledok being the channel’s best performing piece of content to date. The content showing Gobbledok emerging from the pantry after running out of ‘chippies’ has gathered an impressive 1.4 million views, over 1,300 hours of play time and a reach of 1.17 million users so far.

Smith’s senior brand manager, Sam O’Donnell comments: “There’s nothing quite like bridging generational divides all in the name of CHIPPIES and we’re so excited to do this through Australian icon, Gobbledok. Launching his own TikTok account is a great opportunity to connect and engage with our consumers. We’ve loved the response from fans so far and can’t wait to share what he’s been up to after all this time.”

Brand: Smith’s Chips

Brand Manager: Georgina Prelipcean

Senior Brand Manager: Sam O’Donnell

Marketing Director: Alessia Taddei

CMO: Vandita Pandey

Communications Manager: Skye Oxenham

Agency: Akcelo

Group Creative Director: Louise McQuat

Creative Team: Michael Graziano, Antonia Day, Christian Love, Dan Staudinger

Chief Strategy Officer: Dave Di Veroli

Strategy Director: Alice Green

Social & Content Director: Mark McKissock

Social Media Manager: Mitch McGuire

Community Managers: Don Parkinson, Harshita Chandiramani

Executive Producer: Mark Summerville

Producer: Brogan Sulzberger

Group Account Director: Joanna Lawrence-Smith

Account Executive: Elliot Rayment

CEO: Aden Hepburn

Agency: TRIO

Planning Director: Simon Odisho

Business Director: Jen Jones

Agency: Mango Communications

General Manager: Angela McCann

Senior Account Manager: Michael Rossiter





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