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Tonushree BorborahFridge note 01

Tim Tam
Milk Magic

Every glass, a little Tim Tam.

Milk Magic powder poured into a glass of milk in warm afternoon light
after school, 3:30

Speculative concept created for my portfolio. Not affiliated with or endorsed by Tim Tam or Arnott's.

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The opportunity

Australians already drink their Tim Tams through the Slam.

This moves the brand into breakfast and the afternoon cuppa.

the Slam, but with a spoon

A mug of Milk Magic beside a bowl of fruit and granola, a plate of biscuits and a notebook that reads 3pm, needs a lift
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Who it's for

On the fridge this week

Speaks to parents. Delights kids.

Children's food advertising in Australia is restricted by industry codes, so every message is written for grown ups.

Parents of school aged kids, with a Milk Magic drink and a handwritten note

Parents of school aged kids

Packing lunchboxes, juggling pickups, saying no a lot.

Young adults who grew up Slamming, with a Milk Magic drink and a handwritten note

Young adults who grew up Slamming

Learned the Slam at a sleepover. Still does it now.

Aussies overseas missing home, with a Milk Magic drink and a handwritten note

Aussies overseas missing home

Living in London or Toronto, counting down to the next trip home.

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The insight

Every Australian knows the Slam.

Nobody has ever been able to do it with a spoon.

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Three Milk Magic stir in tubs, Original, Double Coat and Caramel, and two Coffee Club instant sachets, Original and Salted Caramel. The wordmark is my own, never the real pack.
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How it works

Scoop, stir, sip

Three steps. Scoop two heaped teaspoons into a glass of cold milk. Stir a few turns of the spoon until it swirls. Sip, it tastes like the Slam, no biscuit required.
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From the aisle to overseas

Where it lives
  1. 1Giant biscuit end displaysSupermarket end displays shaped like one very big biscuit.
  2. 2"Slam it, stir it"An adult social challenge: do the Slam, then do it with a spoon.
  3. 3Recipe content for parentsEasy ideas for breakfast, lunchboxes and weekends.
  4. 4School holiday samplingTastings for families in shopping centres over the holidays.
  5. 5Packs for Aussie creators overseasA taste of home, posted to Australians living abroad.

and a note in every lunchbox

Five scenes of Milk Magic: a giant biscuit display, the Slam it stir it challenge, a lunchbox recipe, a school holiday tasting and a pack with a note for an Aussie overseas
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Rollout

Three notes for the fridge

mystery first, then the magic

The biscuit that stays perfect
wait, how?

01 · Teaser

The biscuit that stays perfect

A biscuit is dunked into milk and comes out perfect. No caption.

Displays and the challenge

02 · Launch

Displays and the challenge

Giant biscuit end displays land in store as "Slam it, stir it" goes live.

Winter limited flavours

03 · Sustain

Winter limited flavours

A new flavour each winter, when hot chocolate season starts.

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The work

In store, on the street, online

giant biscuit end display

giant biscuit end display

parent poster

parent poster

challenge post

challenge post

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How we'd measure it

Three numbers on the fridge

0%

of buyers trying the range in year one

0M

challenge views

Top 0

in milk flavouring within 12 months

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Why I'd run this

My first Slam ended with half a biscuit at the bottom of my glass, and I've wanted a cleaner way ever since.

Tonushree

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