Activity 7

Arnott’s TimTam Double Coat & Arnott’s Tiny Teddy Honey Flavour

1. What symbols/colour has the company used to persuade their target audience?

The TimTam packet uses the soft, almost flowing swirl background, which symbolises stirring melted chocolate. This then contrasts with the strong chocolaty biscuit image. The Tiny Teddy packaging focuses more on “Hungry” the Teddy, it uses more juvenile pictures, almost like a picture book, picture books are what kids are into at the age they are into Tiny Teddies.

2. What sort of message do you think the colours are trying to convey? Do the colours the company has used for the packaging indicate taste/flavour?

The TimTam packet uses brown and a dark blue, the brown symboliese chocolate and the soft dark blue colour is used to symbolize the type (double coat). I think these colours work well together as the brown works for symbolizing chocolate and the smooth or soft blue colour makes you think of how smooth the TimTam chocolate is. The Tiny Teddy packet uses bright colours like yellow, purple, green, red, pale blue etc, these colours were used to grab small children’s attention, as mentioned previously, this package has been designed like a picture book, even using picture book colours. I think Tinny Teddy’s packaging main focus isn’t about the flavour but more about grabbing the child’s attention.

3. What style of typography has the company used and what does this say about the brand?

Both use a san serif font but the TimTam font has been slightly adjusted forming a slight “kick” at the end of each letter. This font makes be feel the company and the content are simple and uncomplicated, you get what you see, they company appears strong and trustworthy. The Tiny Teddy font is more playful with each letter being on a different angle, like how a small child would write, this font is non-threatening as simple and easy for a child to read and understand. This makes the company appear sympathetic, caring, trustworthy and friendly.

4. What materials/ construction has the company used to package the biscuits? In your opinion is the packaging functional?

Both have used very common forms of packaging. TimTam packaging is thing sealed plastic covering a hard plastic diving case where the biscuit sit. The Tiny Teddy packaging is a box, which covers a sealed plastic bag. Both styles of packaging as very functional, they both play with the fact that when you open the packet it can not be resealed, this is done so the customer must eat the biscuits before they go stale from air.

5. In your opinion is the packaging ecofriendly and/or sustainable? Why/ why not?

If in both cases biodegradable plastic has been used then yes. If this is not the case, then the plastic used will turn into landfill. If it’s not biodegradable and it is recycled, then hopefully it would be the type of plastic that can be melted down and reused. On the bottom of the Tiny Teddies box it notes that the cardboard used is 95% recycled, so I'm going to guess that the plastic they have used will also be recycled or their intention is that we as customers will recycle.