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Arnott’s puts ‘contemporary spin’ on Tim Tam Genie

Arnott’s has reintroduced a popular character to its marketing campaign to promote the Tim Tam Crafted Collection.

The Tim Tam Genie returned to screens last week alongside a new character “Charlie the dog”.

Arnott’s took a fresh approach to the genie character by asking Australians how they envisage the modern Genie. This led to the introduction of a female Genie who “effortlessly exudes a sense of strength, confidence and charisma”.

“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,” Matt Grant, Arnott’s marketing manager said.

“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 Tim Tam Crafted Collection heroes ingredients from Australia and New Zealand, to meet demands of consumers seeking more indulgent treats with premium ingredients, attention to detail, and carefully crafted flavours.

Arnott’s worked with The Neigbourhood agency on the new campaign which crosses ATL, OOH, digital, social, and in-store.

“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,” Helge Gruettke, chief client officer at The Neighbourhood said.

Last week, the Australian biscuit company named George Zoghbi as its new leader. He will take the helm as CEO in March under new owner KKR.

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