Australian icon Tim Tam has launched a new range, ‘Tim Tam Slams’, celebrating the unique Aussie ritual of biting the corners off a Tim Tam and sipping a drink through the middle.

The Tim Tam slam is a well-known consumption ritual amongst Australians but has never had an official ‘Designed to Slam’ flavour range – until now.

Increasing category pressures driven by a wider repertoire of treating options for the shopper has highlighted the importance of innovation and disruption to create news for the brand.

Campbell Arnott’s engaged The Edison Agency to create a new strategic design solution for a seasonal, limited release that showcased the ‘Tim Tam Slam’ ritual as a platform for ownable distinction and growth.

Arnott’s marketing manager for Tim Tam Matt Grant said: “The brief for Tim Tam Slam wasn’t a straightforward task and required The Edison Agency to bring to life our proposition in a strategically creative and unique way”.