Image Credit : Andre Martin (Photography); Gemma Lush (Stylist)
Project Overview
The iconic Arnott’s Tim Tam brand has always been a staple of the Australian grocery snacking aisle. The core range combined with the introduction of limited-edition flavours and pack innovations has cemented the brand into the mind and hearts of consumers for over 50 years. However, increasing category pressure brought about by a wider repertoire of treating options has highlighted the importance of innovation and disruption to create a new news for the brand.
Project Commissioner
Project Creator
Team
Amber Bonney – Head of Strategy
Brian Rodrigo Llagas – Design Director
Stephen Wren – Group Account Director
Matthew Grant - Marketing Manager, Arnott’s Tim Tam & Choc
Matt O'Connor– Senior Finished Artist
Andre Martin – Photography
Stylist – Gemma Lush
Project Brief
To develop a new seasonal innovation solution that celebrated the unique brand ritual, the ‘Tim Tam slam’. The design solution being a pivotal platform to introduce exciting new flavours, increase consumer engagement and create disruption in the treating category.
Project Innovation/Need
With increasing category competition and prominent ritual, Tim Tam needed to leverage existing consumer engagement with the brand by developing a distinct visual language for Tim Tam Slams that was highly appetising and sensorial. The Edison Agency used the packaging as a canvas for consumer engagement and play by showcasing the ‘Slam’ ritual and the flavour explosion. Each flavour in the range depicts the unique stage in the ritual: Bite, Sip, and Slam!
Design Challenge
The Edison Agency developed a unique design strategy that included naming, packaging design, art direction, and image creation designed to revive consumer engagement, capture the proposition in a compelling way, and achieve maximum cut-through on the shelf by breaking aisle conventions. The solution ensured that the canvas of the pack delivered sensorial cues that delivered both appetite appeal and the playful sensorial appeal of the ‘Slam’ ritual, each product a heroic sensory feast of new Tim Tam flavours.
Effectiveness
This program has established a new benchmark for the Arnott’s Tim Tam innovation platform – paving the way for more disruptive designs in the category. Strong results have validated a high point of purchase engagement with over 2M units of Tim Tam Slams sold since launch with the first 4 weeks of sales tracking 20% above forecasted expectations.
Graphic Design - Three Dimensional
This award celebrates creative and innovative design in traditional or digital visual representation of ideas and messages used in packaging. Consideration given to: clarity of communication and the matching information style to audience; the approach, including marketing and branding concerns, the dynamics of the retail environment, environmental considerations, and legal requirements; the component parts of packaging graphics such as colour rationalisation, information layout, feel and tone of illustration and photography, and finishes, and how they are used in isolation and in relation to each other; and the relationship to the anatomy of the structural design.
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