Tim Hortons and pop star Justin Bieber have teamed up for the launch of exciting new Timbit flavors called Timbiebs. The new line will also include a range of co-branded merchandise for younger consumers.
Tim Hortons and pop star Justin Bieber have teamed up for the launch of exciting new Timbit flavors called Timbiebs. The new line will also include a range of co-branded merchandise for younger consumers.
The new endorsement by Justin Bieber is aimed at shifting from its typical coffee and doughnut chain image which incorporates professional hockey players. The new marketing strategy is aimed at building a new customer base.
Retail analyst Bruce Winder said,
“It helps them appeal to a younger demographic, which is something they desperately need to do. Justin Bieber is a good opportunity to connect with Gen Z and young millennial. The US is a very crowded coffee market and Tim Hortons has struggled down there. Justin Bieber is massively popular in the U.S, so this could help them.”
Tim Hortons is also planning to build brand awareness in the US despite tough competition from local coffee chains such as Dunkin Donuts and Starbucks. The superstar has been seen recently sharing posts on social media about Tim Hortons and merchandise.