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Building a New Product Development Future for Australia's Favourite Biscuit
The Problem
As Australia's favourite biscuit, steering a confident path to a big future for Tim Tam is crucial. So, where next for Tim Tam in New Product Development (NPD)?
The Process
In the short space of one week ?What If! and the Tim Tam brand team ran a fast paced, insight based innovation project to discover what Tim Tam should do next to keep growing.
The project kicked off with a pre-project scoping session and knowledge download. Finding out what had been done before and exploring the technical capability and desire for NPD in the Tim Tam business. The outcome of this session was two clear briefs including NPD over the next 3-5 years.
Exploration followed by way of in home interviews with three 'friendship' target audience groups and a safari around Sydney that gave inspiration around flavours and chocolate. Finally, a trawl of limited editions from related worlds, for example the U2 ipod and diet coke with lime.
The Solution
The observations were built into six core insight platforms based largely on culture, experience and pleasure. These platforms created a springboard for 23 ideas which were shown to two consumer groups: 30-45 year old mums & 20-28 year old women. Following time with them, the ideas were polished into five core concepts to inject new feeling into the classic Tim Tam formula.
?What If! were able to share innovation know-how to help Tim Tam develop core ideas and new variants that not only appeal to existing users but also attract new younger users, helping Tim Tam to continue to conquer the biscuit aisle.
The Results
Watch this space with products to hit shelves in 2006!
"We had a great time generating literally hundreds of new product ideas for Tim Tam, some of which will hit the supermarket shelves in the next few years. The ?What If! team constantly challenged our existing innovation paradigms and helped us to develop clear guidelines for future NPD & brand extensions."
Delina Shields, Group Marketing Manager - Chocolate Biscuits
"Arnotts threw themselves whole heartedly into the challenge of working out where to take the classic Tim Tam formula next. We loved working with the Tim Tam team, finding out everything we could about Tim Tams (which of course involved eating loads of them) and using our insight process to come up with some surprising but relevant new product ideas. Australian biscuit lovers will be happy when our work hits shelves in 2006."
Martin Amor, Inventor
