Project Overview
Continuing a long tradition of product innovation and seasonal flavours - Australia’s favourite treat; Arnott’s Tim Tam, sought to inspire people to look beyond the every day flavours and take a provincial flavour journey.
Project Commissioner
Project Creator
Team
Amber Bonney - Head of Strategy + ECD
Brian Rodrigo Llagas - Design Director
Stephen Wren - Group Account Director
Liz Archer-Fisher - Senior Account Manager
Matt O'Connor - Senior Creative Artworker
Matthew Grant - Marketing Manager, Arnotts Tim Tam & Choc
Anita Xhafer- Illustrator
Project Brief
Continuing a long tradition of product innovation and seasonal flavours - Australia’s favourite treat; Arnott’s Tim Tam, sought to inspire people to look beyond the every day flavours and take a provincial flavour journey.
The Edison Agency were engaged by Arnott’s to design and name a new limited-edition Arnott’s Tim Tam series that would satisfy consumers desire for ‘premium indulgence’ using a regional flavour series theme sourced from local Australian and New Zealand regional provinces.
Project Innovation/Need
Designed to create an un-missable impact on shelf and a sense of escapism - the Tim Tam CRAFTED COLLECTION fuses regional realism with artistic impressionism to create a range unlike any of its past. The design system showcases the region and ingredients without overshadowing with traditional on-pack clutter - keeping it simple and letting the flavour do all the work.
Edison commissioned renound local artist Anita Xhafer to seamlessly integrate the flavourful ingredients with the regional landscape to create captivating imagery that enhances the sense of escapism through artistic expression.
Design Challenge
Develop a design system that clearly and beautifully brought to life the provenance and desirability of each of the Trans-Tasman locations whilst also showcasing the ingredient to maximise appetite appeal.
Create distinction that could persuasively win and at point of purchase and compete with other treating categories
High shelf appeal as a range (balance of familiarity and excitement)
Create a range name and design system that resonated across multiple markets (NZ and Australian) and allowed for future seasonal releases in coming years.
Effectiveness
Tim Tam Crafted Collection has been one of the biggest Tim Tam launches of the last 6 years. with the first 4 weeks recording the highest Pen & AWOP units for a Tim Tam launch.
Both Arnott's business and the consumer response specifically to the design has been outstanding in its praise for the innovative thinking and strength of appetite appeal.
FIRST 4 WEEKS
First 4 weeks trial @8.5%, repeat @ 18.5% more than double best in class T&R.
First 4 weeks above best in class benchmarks for NPD awareness @ 51.5%
FIRST 8 WEEKS:
First 8 weeks all 4 skus top 11 in category
First 8 Weeks 141% to YA
First 8 Weeks Tim Tam core growth +6.3%
*Results courtesy of Campbell Arnott's.
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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