The genesis of Tim Hortons’ collaboration with Justin Bieber started in late 2019, when the superstar waded into a heated debate over Tim Hortons’ lid redesign by launching a poll on his Instagram account in December 2019. Nabbing Bieber - one of the best-selling musical artists of all time - represents a major coup for the chain. “Justin has wide appeal, but definitely does appeal to younger guests.“ “It opens us up to a different audience and a different conversation beyond just hockey,” Bagozzi said. While hockey will “always be part of our DNA,” she said the celebrity partnership with Bieber will help reach new customers. “That is the perfect recipe for a collaboration. “Justin is so fervent in how much he loves Tims,” Bagozzi said in an interview. Hope Bagozzi, chief marketing officer for Tim Hortons, said his “genuine love and engagement” with the brand made the collaboration authentic. “I grew up on Tim Hortons and it’s always been something close to my heart.” “Doing a Tim Hortons collab has always been a dream of mine,” Bieber said in a statement. The Stratford, Ont.-raised performer has shared posts as far back as a decade ago about missing Tim Hortons while travelling outside Canada. The Bieber partnership aligns with the Canadian singer’s frequent social media posts about the restaurant, which have ranged from snapshots of a holiday-themed Tims cup to complaints about a new lid. The campaign, themed Home is Where the Heart, included limited edition cups. In 2019, the company teamed up with Pickering, Ont., singer-songwriter Shawn Mendes ahead of his sold-out stadium show in Toronto that September. It’s not the first time Tim Hortons has collaborated with a Canadian musical star. “Justin Bieber is massively popular in the U.S., so this could help them.” is a very crowded coffee market and Tim Hortons has struggled down there,” Winder said. 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. “Justin Bieber is a good opportunity to connect with Gen Z and young millennials.” “It helps them appeal to a younger demographic, which is something they desperately need to do,” said retail analyst Bruce Winder.
#New tim bits professional#
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. Tim Hortons has teamed up with pop superstar Justin Bieber to launch three new Timbit flavours - called Timbiebs - along with co-branded merchandise.
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