Thirst Killer

Client: Kirks Sugar-Free Lemonade

Problem: Kirk's soft drinks have been an Australian icon and Australian made since 1865. They have a range of interesting flavoured drinks,
but lacked a sugar free variant so are losing out to competitors like Diet Coke and Pepsi Max. With the introduction of their new sugar-free lemonade,
how can they appeal to young, health-conscious, outdoorsy types without losing out on their Aussie icon status?

Insight: For many dieters, choosing a diet soft drink over a full-sugar option is justification enough to continue with other unhealthy habits.

Idea: Pair one Aussie icon up with another… with a killer twist.