Tim Tam's Slogans & Taglines

Tim Tam is an Australian chocolate biscuit brand introduced by Arnott’s in 1964. Created by food technologist Ian Norris, who sought to improve upon the British Penguin biscuit after encountering it during a 1958 world tour, the product consists of two malted biscuits sandwiching a chocolate-cream filling, coated in textured chocolate. The name was chosen by Ross Arnott, inspired by the winning horse at the 1958 Kentucky Derby. The brand has grown into Australia’s most iconic snack, with 300 million packs consumed annually and Tim Tam Day celebrated each February 16. The product line spans Original, Double Coat, White, Dark, and limited-edition flavours. In 2008, sister company Pepperidge Farm began importing Tim Tam to the United States, where it is marketed as "Australia’s Favorite Cookie."

Brand messaging has been anchored by the defiant promise There is no substitute, which has appeared on Australian packaging for decades. In 2006, the brand launched the playful campaign It’s not a cookie, it’s a Tim Tam!, reinforcing its unique identity. The experiential positioning More Than a Biscuit, It’s an Experience captures the cult status of the "Tim Tam Slam"—the iconic ritual of biting off diagonal corners and using the biscuit as a straw for hot beverages.