Tim Tam reveals its latest genie in campaign from Publicis Groupe’s The Neighbourhood

Tim Tam has revealed the latest reincarnation of its iconic genie.

In preparing the campaign, Arnott’s surveyed Australians on how they envisaged the genie to look in 2020, and decided to create a female genie who “exudes a sense of strength, confidence and charisma”.

The Tim Tam Genie originated in the 1990s and the ads have featured several noteworthy Australians as both the wisher and the genie, including Cate Blanchett back in 1994 and former-Bachelorette and Bachelor in Paradise contestant Apollo Jackson in 2018.

This time around, the wisher is a dog named Charlie, who besides wishing for a supply of dog bones and for his protective cone to be removed, wishes for his owner to receive one of the renowned never-ending packets of Tim Tams.

The campaign is launching Tim Tam’s Crafted Collections flavour range which showcases ingredients sourced from Australia and New Zealand.

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

This iteration of the campaign was created by Publicis Groupe’s ‘Power of One’ bespoke agency The Neighbourhood, which includes talent from Saatchi and Saatchi, Herd MSL, Digitas, Spark, Arc and Prodigious.

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

The campaign is running across OOH, digital, social, and in-store. It began with a PR strategy that gained over 400 nationally syndicated broadcast, print, and online features about the new range.


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


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