In 1987, Smith’s chips launched a furry creature with one thing on his mind – chippppies!!! Gobbledok became an immediate sensation long before social media could help that along.

Now Smith’s has brought him back. This time on TikTok. The brand has launched its TikTok channel (@smithschipsaus) with Gobbledok starring in its first posts.

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 Gobbledok on TikTok earlier this month, he has already collected 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. And he has helped to grow Smith’s TikTok channel by over 2000% withthe launch of Gobbledokbeing 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 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 commented, “There’s nothing quite like bridging generational divides all in the name of Chippppies 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.”