Tim Tam’s iconic Genie is back in newly launched integrated campaign via The Neighbourhood
One of Australian advertising’s most iconic characters has returned to our TV sets. The Tim Tam Genie is back, fronting an integrated campaign via The Neighbourhood, 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 mateship 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.
Says Matt Grant, marketing manager, Arnott’s: “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 and 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 and existing Tim Tam fans.”
The national campaign kicked off 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.
Says Helge Gruettke, chief client officer at The Neighbourhood: “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.”
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
20 Comments
You get what you pay for.
Should have just saved their money and run an old ad. Compared to the now outdated genie ads they’ve done in the past this is no different or better. Yawn. Wallpaper. Instantly forgettable. A script that could have been written in 10 minutes. Surely there must have been better ideas than this one?
Lovely work!
It was a turd the first time around
Iconic my arse. What a load of old shit.
To argue that the genie isn’t iconic is ridiculous. It’s as commonly understood in culture as Not Happy Jan.
Sure the ad is a bit bland, but it’s cute enough to work I reckon.
What happened to David McNeil?
do you memba the Tim Tam genie. I memba.
@membaberries I memba
oh my god hahaha
Bloody refreshing after Arnott’s recent work with their Kenny for shapes, vita Weat and Jatz…
Love it, fun and refreshing to see a modern Genie!
This is horrendous.
So let’s cast a brown skinned woman and put her in a sparkly rainbow blazer. That ticks all the boxes right?
Oh, so this isn’t a subtle offshoot of the Bonds ‘Out’ campaign?
Arnott’s can finally do some good
Love the ad with the dog doing a wish for his owner, beautiful 🙂 Also got across the messasge dont feed chocolate to yoir dog!
This is just terrible, why bother!
Oh come on negative nancys – the dog wished for its owner, how cute is that?
Love it but who is the genie? Everyone else (and their dog) gets a mention.