TimBiebs: How two Canadian brands came together

Two of the largest names in Canada came together to engage with a younger target audience and expand their product line.

Introduction

Tim Hortons’ is known for hot coffee and quick service.

Tim Biebs is known for his celebrity status and chart-topping singles.

The two came together in the fall of 2021 to drop a new North American line of tasty treats that focused on connecting with a younger audience and expanding into the very competitive American market. Here’s how they do it.

Problem

A Canadian brand with hockey roots, Tim Hortons has seen some changes throughout the years. Acquired by Burger King in 2014 for 12.5 billion, the brand was taking a hit in Canada with sub-par food, a more competitive coffee market, and COVID-19 staff shortages.

With a vast majority of their main consumer base being an older, working-class demographic, Tim’s looked to enhance its brand reputation to a younger generation who were choosing Starbucks or Bridgehead over Tim’s coffee.

Solution

They came out with a spin on an old favourite - TimBiebs Timbits, along with a cold- brew drink and merchandise that closely followed.

The three new Timbits along with merchandise that first came out
in the fall of 2021.

There was a lot of excitement about the launch, with fans taking to social media to post about the new partnership, and their website creating an online community for fans to go behind the scenes of the making of the product.

“Doing a Tim Hortons collab has always been a dream of mine,” said Bieber, in a release. “I grew up on Tim Hortons and it’s always been something close to my heart.”

”He knows exactly what our guests already love about the Tims brand,” said Hope Bagozzi, chief marketing officer for Tim Hortons. “And he’s helping us deliver new menu innovations that we know they’re going to love. We’re really looking forward to what’s next.”

In an article by Global News, they discuss how the celebrity endorsement deal marks a departure from the coffee and doughnut chain’s usual lineup of professional hockey players, a marketing strategy that could attract new customers.

“It helps them appeal to a younger demographic, which is something they desperately need to do,” said retail analyst Bruce Winder. “Justin Bieber is a good opportunity to connect with Gen Z and young millennials.”

It could also help Tim Hortons build brand awareness in the United States, where the restaurant faces stiff competition from chains like Dunkin’ Donuts and Starbucks.

The Verdict

The campaign was effective in creating a buzz around new products, and they were able to continue this partnership with another collaboration of Biebs Brews, an ice-coffee drink.

Overall, I believe the campaign did well to reach a younger audience and leverage a Canadian star that can appeal to the US market. That said, I think they have a long ways to go before they can be very competitive and start taking bigger market share in the US.

We will see what else Tim’s brings in the near future.