Tim Hortons has teamed up with pop famous person Justin Bieber to launch three new Timbit flavours — referred to as Timbiebs — together with co-branded merchandise.
The movie star endorsement deal marks a departure from the espresso and doughnut chain’s regular lineup {of professional} hockey gamers, a advertising technique that might assist appeal to a special demographic.
The partnership aligns with the Canadian singer’s frequent social media posts concerning the restaurant, which have ranged from snapshots of a holiday-themed Tims cup to complaints a couple of new lid.
“Doing a Tim Hortons collab has at all times been a dream of mine,” Bieber mentioned in a press release. “I grew up on Tim Hortons and it is at all times been one thing near my coronary heart.”
Hope Bagozzi, chief advertising officer for Tim Hortons, mentioned Bieber’s real lifelong love of the model made the collaboration genuine.
Certainly, the Stratford, Ont.-raised performer shared posts way back to a decade in the past about lacking Tim Hortons whereas travelling exterior Canada.
“Justin is so fervent in how a lot he loves Tims,” Bagozzi mentioned in an interview. “That’s the good recipe for a collaboration. It is not compelled.”
Whereas hockey will “at all times be a part of our DNA,” she mentioned the movie star partnership with Bieber will assist attain new clients.
“It opens us as much as a special viewers and a special dialog past simply hockey,” Bagozzi mentioned. “Justin has huge attraction, however positively does attraction to youthful company.”
Nabbing Bieber — one of many best-selling music artists of all time — represents a serious coup for the chain.
The genesis of the collaboration may be traced again to 2019 when the famous person waded right into a heated debate over Tim Hortons’ lid redesign by launching a ballot on his Instagram account.
“That was the beginning of a dialog,” Bagozzi mentioned. “He was fairly eager to do one thing with us, so it has been virtually two years within the making.”
Given Timbits are considered one of his favorite menu gadgets, the thought of developing with new flavours was a pure match, she mentioned.
“He was tremendous excited as a result of that is his go-to merchandise,” Bagozzi mentioned.
That led chef Tallis Voakes, director of culinary innovation for Tim Hortons, to experiment with completely different flavour mixtures that have been shared with Bieber.
The Timbiebs launch is being accompanied by two tv commercials, in English and French, that function the pop star brainstorming new Timbit flavours in an workplace boardroom. At one level he may be seen exhibiting off his juggling expertise utilizing Timbits.
“We most likely began with about 100 potentialities,” Bagozzi mentioned. “We might ship him samples to try to he was very particular on what he favored and did not like. It was months within the making to land on these three flavours.”
Tim Hortons will roll out the limited-edition Timbiebs Timbits in chocolate white fudge, bitter cream chocolate chip, and birthday cake waffle on Nov. 29, completely in Canada and america.
The restaurant may even have three merchandise gadgets on the market, with extra particulars anticipated within the coming weeks.
This report by The Canadian Press was first revealed Nov. 10, 2021
