Tim Tam

Campbell Soup Company came to TSI to develop a strategy for entering the China market with its Tim Tam brand. Campbell’s needed guidance to ensure a winning product formulation, packaging solution and big idea for advertising. Of course, moving a brand such as Tim Tam that’s already successful in one continental market and culture and into a new culture and geography comes with a range of marketing-mix considerations.


Discover, Innovate


Campbell Arnott's




Australia, China

For this challenge, we undertook a deep analysis of the competitive landscape that included category in-store and pack semiotics. Then, we went through multiple rounds of qualitative and quantitative research to review package designs, proposition angles, flavours, and product profiles. Afterwards, we worked with consumers to create a new Chinese brand name which Tim Tam adopted for its autumn 2017 China launch.

Lastly, we worked with our client on how to activate the brand by leveraging the existing work from our upfront exploratory work. We pushed to ensure that the big idea for marketing and advertising execution complemented with the work we had previously uncovered for the brand.

TSI’s work provided clear strategic direction for packaging design and substrate requirements, product design and formulation, proposition and big-idea execution, and a final launch name. 

"The Silk Initiative is the bridge between Western markets and China, demonstrating a strong sense of ownership with every engagement. They have been instrumental in providing a strong

and strategic partner for our growth."

Michael Barrett, Former Global Insights Director, Campbell’s