The campaign, developed by Motiv8 in conjuction with Mediaedge:cia, aims to boost the product's brand awareness, which has been low despite its more than 10-year presence in the market. Mediaedge:cia Hong Kong channel planning and implementation director Jennifer Tow said: "The objective is to give it a new face to improve sales and share of the snack market."
Tow said women were targeted because studies showed that they were more "deliberate and purposeful" compared with men, who were more impulsive, when it came to purchasing snacks.
Motiv8's client manager/creative Danny Ma said the creative strategy took a tongue-in-cheek dig at men by depicting them as dogs or pigs and simultaneously labeling Tim Tam as being better than a man. "The idea was to go out and grab and own this segment of the snack foods category because no-one else was doing it," Ma said. Campbell's Arnotts Greater China managing director Adolf Ho said that this "has been a radical departure from how we would typically manage a key brand within our FMCG portfolio."