Tim Tam trademark ‘Chocolicious’ for new campaign
Campbells Arnotts is seeking to trademark the phrase ‘Tim Tam Chocolicious’ for a new campaign set to launch later this year.
The phrase ‘Tim Tam Chocolicious’ is under examination by IP Australia, and the term ‘Chocolicious’ has already been approved for Arnott’s Biscuits Limited.
“All I can say is that it’s a totally new way for consumers to interact with their beloved Tim Tams,” a spokeswoman for Campbells Arnotts told Mumbrella. “Stay tuned.”
Chocolicious will launch later this year.
Campbell Arnotts APAC marketing boss Susan Massasso announced today she will take on new role as head of marketing at dairy company A2 corporation in September.
A replacement at Campbell Arnotts has not yet been announced.
Last month AussieMite labelled itself “sacrilicious” in an ad – since withdrawn – poking fun at Catholic Holy Communion.
Why is the “sacrilicious” ad by AussieMite relevant? “Chocolicious” is not controversial, surely.
FYI, “under examination” means an examiner has objected to the application, so the applicant has to convince the examiner that the trade mark can be registered.
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Hi Scott,
There are currently no oppositions according to IP Australia, and Campbell Arnotts have said they are not aware of any opposition.
Cheers,
Megan
All this ‘interacting’ with the ‘beloved Tim Tams’ sounds exhausting. Can’t I just eat them like a garden-variety biscuit?
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Megan,
The application cannot be formally opposed by third parties until it has been approved by the examiner at IP Australia. The examiner herself has raised the objection, and therefore withholding approval.
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Hmmm, a ‘new way of interacting’ with a beloved Tim Tam? Do I need to dust off the Barry White CD and change the sheets?
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at last! no more tim tam guilt!
i didn’t ‘eat’ the entire packet, i ‘interacted’ with it!
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