Biscuit or chocolate? Tim Tams fans to decide in latest Chocolicious campaign via DDB Sydney
Arnott’s Tim Tam, via DDB Sydney, has launched new Tim Tam Chocolicious Bites by asking fans to be part of the new television commercial which went to air nationally last night.
Tim Tam Chocolicious Bites are poppable bite-size pieces that give you a double hit of Tim Tam deliciousness.
Arnott’s and DDB discovered the duality of Tim Tam Chocolicious Bites during first taste tests. People were instantly divided over whether the Bites were a biscuit, or a chocolate. The campaign leverages this insight.
Says Susanna Polycarpou, Arnott’s brand director: “Tim Tam is the only chocolate biscuit that stirs emotion in Australians that’s beyond reason. With the new launch of Tim Tam Chocolicious Bites we will continue to celebrate the passion of Tim Tam fans in everything we do and we’re excited to reward Tim Tam’s biggest fans by including them in this campaign. When we asked Tim Tam lovers what they thought of the new Tim Tam Chocolicious Bites there was an immediate and passionate divide between chocolate or biscuit, the campaign harnesses this and hands it over to Australia to decide.”
For the second phase of the campaign, Arnott’s Tim Tam asked their 163,000 Facebook fans to be one of the first to try new Tim Tam Chocolicious Bites and be part of the television commercial. After an overwhelming response, 11 fans attended the shoot and were part of the television commercial.
Fans can join the debate as to whether Tim Tam Chocolicious Bites are a biscuit or a chocolate on the Tim Tam Facebook page. A voting mechanic is now up and running on the Tim Tam page.
1 million Tim Tam Chocolicious Bites are also being given away in a variety of sampling activities over the next few months.
Says DDB Sydney managing partner, Kate Sheppard: “We were delighted to be involved in the strategic and creative execution of another socially driven Arnott’s Tim Tam campaign. It marks the third evolution of the Truly Madly Tim Tam idea which continues to resonate with fans and allow us to have an ‘always on’ conversation with them across brand and new product developments.”
Agency: DDB Sydney
CD: Jen Speirs
Copywriter: Nick Cole
Art Director: Effie Kacopeiros
Business Director: Alex Ball
Managing Partner: Kate Sheppard
Head of Social: Karalee Evans
Community Manager: Sohail Bhatia
Media: MEC
Agency Producer: Brenden Johnson
Production Company: FilmGraphics
Director: Ariel Martin
Executive Producer: Anna Fawcett
Producer: Drew Bailey
VFX/Post Product: Fanatic Films
Arnott’s:
Brand Director: Susanna Polycarpou
Marketing Manager: Leigh Coleman
Brand Manager: Laura Hindson
Communications Manager: Nicky Thomson
2 Comments
Hmmm looks familiar I just cant put my finger on where Ive seen it before. COuld be the Oreo cookies or cream campaign – but Im not sure?
To be honest though having said that sarcastic comment – no ‘consumers’ in aus would have seen it – so why not.
The end frame disclaimer tells me they’re in the biscuit aisle. So there’s your answer.