The Tim Tam Genie Is Back With A Four-Legged Friend Via The Neighbourhood

The Tim Tam Genie Is Back With A Four-Legged Friend Via The Neighbourhood
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



The campaign launches Arnott’s New Tim Tam Crafted Collection, inspired by the delicious tastes of Australia and New Zealand.

One of Australian most iconic advertising’s characters has returned to our TV sets. The Tim Tam Genie is back, fronting an integrated campaign, which launched earlier this week, in support of the NEW Tim Tam Crafted Collection.

However, this time the Tim Tam Genie adventure has evolved with a charming twist thanks to a new four-legged friend. “Charlie the dog” displays the ultimate act of mate-ship in the new spot, sacrificing one of his own doggy wishes for one that his master will love: a never-ending pack of Tim Tam.

A variety of well-known personalities have stepped into the Genie’s slippers and vest in previous campaigns, such as former Bachelor contestant Apollo Jackson who most recently granted wishes for a never-ending Tim Tam pack.

This time, in preparation for the new campaign, Arnott’s asked Australians how they envisaged the Genie to look and feel in the present day. This led to a fresh and modernised portrayal of the role, with the new campaign featuring a female Genie who effortlessly exudes a sense of strength, confidence and charisma.

The Tim Tam Crafted Collection features ingredients carefully selected from regions across Australia and New Zealand. As such, the campaign aesthetic was developed in response to research that indicated Australians are often looking for more indulgent treats with premium ingredients, attention to detail, and carefully crafted flavours.

Matt Grant Arnott’s marketing manager said: “It was important to launch the new Tim Tam Crafted Collections with impact and cut through, whilst delivering broader benefit back to the Tim Tam master brand; leveraging a fresh & contemporary spin on our iconic Tim Tam Genie story.

“We wanted to reinforce our unique indulgence position by delivering the ultimate wish… a never-ending packet of Tim Tam and playfully asking consumers ‘what more could you wish for? Tim Tam is such an iconic Australian brand; we are confident the creative elements we are leveraging will drive our enduring consumer connection with new & existing Tim Tam fans.”

The national campaign kicked off in January with a PR blitz, garnering a massive response of over 400 nationally syndicated broadcast, print, and online features. The campaign, which debuted on 3rd February, will live across various touchpoints including ATL, OOH, digital, social, and in-store.

Helge Gruettke chief client officer at The Neighbourhood said: “Tim Tam is Australia’s most-loved chocolate biscuit. And with that comes the incredibly rich and respected heritage of Tim Tam Genie ads. Being able to grow, yet protect and honour, that kind of brand love is no easy feat and was a challenge we were excited to tackle! Through the Neighbourhood’s Power of One model, we’re proud to have started to forge a proven track record for helping Arnott’s achieve some of their biggest business objectives.”

Credits

Client: Arnott’s
Chief Marketing Officer: Michelle Foley
Marketing Manager: Matt Grant
Brand Manager: Citra Yunika
Director of PR, Digital & Social: Amy Wagner
Agency: Publicis Groupe under The Neighbourhood
Chief Client Officer: Helge Gruettke
Senior Business Director: Laura Hawdon
Business Executive: Jack Asimus
Planning Director: Peter Pippen
Chief Data Officer: Maurice Riley
Creative Lead: Rebecca Carrasco
Creative Team: Ben De Klerk and Ben Ware
Integrated Producer: Kirsty Chase
Production: Prodigious
Media Business Director: Catherine Lim Sam
Media Account Manager: Amanda Florence
Media Strategist: Samuel Parrott
Media Planner Buyer: Sammie Baxter
Media Coordinator: Mackenzie Cowan
PR & Earned Media Lead: Andrew Sroufe
PR Senior Account Manager: Steph Banno
Publicity Support: Sarah Lipkin, Rachael Cameron
Shopper Group Account Director: Corinne Heffernan
Shopper Account Manager: Maeva Voisin
Digital Account Manager: Rachel Malone
Social Media: Touch Creative
Packaging Design: The Edison Agency

 

 

 

Please login with linkedin to comment

Arnott Tim Tams

Latest News

Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine
Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey
  • Advertising
  • Campaigns

Wild Turkey Whisky Campaign Stars A Smouldering Matthew McConaughey

Wild Turkey has announced the launch of its new global creative campaign and platform, ‘Trust Your Spirit’, featuring the brand’s creative director and spokesperson, Matthew McConaughey. The global campaign and platform ‘Trust Your Spirit’ is to encourage people to be bold, unapologetically themselves, and stay true to who they are. The global tagline and ethos […]

Optus Teams Up With TikTok To Launch Sign-Language Campaign
  • Marketing
  • Technology

Optus Teams Up With TikTok To Launch Sign-Language Campaign

Telecommunications company Optus has announced it will launch the world’s first TikTok sign-language activated filter. Featuring Optus ambassador Ian Thorpe, Optus will unveil a branded effect that shows TikTok users how to say key phrases in Auslan sign language, including ‘How are you?’ and ‘It starts with Yes’, through the hashtag challenge #SignYes. Optus will […]

Bapcor Debuts First Campaign With AJF
  • Campaigns

Bapcor Debuts First Campaign With AJF

Asia Pacific’s leading provider of vehicle parts, accessories, equipment, service and solutions, Bapcor will launch its latest campaign, ‘The unseen parts of every Australian journey’ this weekend.

Professional microphone in radio studio
  • Advertising
  • Media

Podsight’s Benchmark Report Shows Podcast Advertising More Effective Than Other Digital Channels

Podsights has revealed new insights into the effectiveness of advertising in podcasts, tracking global and Australian podcast advertising trends. This is the first Australian report to be published since ARN partnered with Podsights to set the standard for best-in-class podcast advertising measurement. The report includes additional analysis and follows a series of Measurement Masterclasses held for […]

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life
  • Campaigns

NGEN’s Charity Cup Raises Over 175K For UnLtd Charity Gotcha4Life

NGEN’s 2021 charity cup has raised over $175,000 for UnLtd charity partner Gotcha4Life. Gotcha4Life is a not-for-profit foundation raising awareness and funding to provide educational workshops and innovative programs that build mental fitness in individuals and communities. While Sydney and Brisbane completed the Charity Cup in June, before Covid restrictions hit, the final leg in […]

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge
  • Campaigns

Biennale Of Sydney & Cicada Innovations Launch Sustainable Materials Challenge

Australian tech incubator Cicada Innovations and Biennale of Sydney are launching the ‘New & Sustainable Materials Challenge,’ in an effort to create a more sustainable future. The works of chosen material-makers will be showcased to millions of Biennale audiences, exhibition partners, and exhibition makers globally. The Challenge is open to any Australian and UK startups, […]