teeVee Snacks was already back in the cultural conversation following a successful brand rejuvenation. To keep the momentum going and engage a new generation of snackers, The Arnott’s Group partnered with Edison again to launch a limited-edition “space-inspired” flavour range.
Our challenge was to introduce a bold new theme that sparked curiosity and shelf appeal without compromising the newly established brand system or skewing too juvenile. Edison responded with a creative leap rooted in behavioural insight, blending the brand’s nostalgic charm with a playful edge fit for Gen Z.
From flavour names full of puns and planetary references to an astronaut character guiding a galactic biscuit journey, the range turned a seasonal release into a moment of wonder. The visual system retained the brand’s structure but amped up the personality using storytelling, character and a star-filled brand world to create instant impact.
This was innovation with orbit, proving that a strong identity can stretch across new territories without losing its gravitational pull.
