The well-loved Tim Tam biscuit is a mainstay of the supermarket snacking aisle. Built decades of love through its iconic core range, punctuated by limited editions and playful pack innovation that keep fans coming back for more. But as the treating aisle became increasingly crowded with choice, familiarity alone was no longer enough. To stay irresistible, Tim Tam needed innovation to bring forward a new voice in a crowded room.
Campbell’s Arnott’s saw an opportunity to turn an existing behaviour into something bigger. The Tim Tam Slam, long loved by those in the know, became the foundation for a new innovating flavour and consumer engagement through an ownable brand ritual. Amplifying the multisensory pleasure of the product allowed Tim Tam to extend beyond passive snacking into active engagement, broadening the brand experience while reinforcing its indulgent credentials.
Visually, the range was designed to break category conventions and demand attention. A new, high-impact visual language brought the ritual to life on pack. Bold, expressive and unapologetically sensory. Appetite appeal took centre stage, with dynamic cues that clearly communicated how the slam works and why these flavours are different than its competitors. The result was unmistakable shelf cut-through: a range that felt disruptive yet unmistakably Tim Tam, turning a familiar favourite into a fresh reason to bite, sip and slam!
