To attract younger consumers and boost waning sales, Tim Hortons, under the umbrella of Restaurant Brands International (TSX:QSR.B), has teamed with popstar Justin Bieber to launch three new Timbit flavours — called "Timbiebs" — along with co-branded merchandise.
The celebrity endorsement marks a departure from the coffee and doughnut chain's usual lineup of professional hockey players. Enlisting Justin Bieber could also help Tim Hortons build brand awareness in the U.S., where the restaurant chain faces stiff competition from Dunkin' Donuts and Starbucks.
It's not the first time Tim Hortons has collaborated with a Canadian musical star.
In 2019, the company enlisted Pickering, Ontario singer-songwriter Shawn Mendes ahead of his sold-out stadium show in Toronto. That campaign, called "Home is Where the Heart," included limited edition coffee cups.
The genesis of Tim Hortons' collaboration with Stratford, Ontario-born Justin Bieber started more than a year ago when the star waded into a heated debate over Tim Hortons' lid redesign by launching a poll on his Instagram account.
The partnership comes at a time when many musicians have been unable to tour or perform due to pandemic restrictions.
The Timbiebs launch is being accompanied by two television commercials, in English and French, that feature the pop star brainstorming new Timbit flavours in an office boardroom.
Tim Hortons will rollout the limited-edition Timbiebs Timbits in chocolate white fudge, sour cream chocolate chip, and birthday cake waffle on November 29 in Canada and the U.S.
The restaurant will also have three Justin Bieber branded merchandise items for sale, with more details expected in coming weeks.
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