Justin Bieber has made no secret of his love for Tim Hortons, an international donut chain. With a limited-edition menu, the two are now coming together.
Tim Hortons and Justin Bieber have partnered up to make three new Timbit flavours and co-branded apparel. The donuts are named ‘Timbiebs’. They are in Chocolate White Fudge, Sour Cream Chocolate Chip, and Birthday Cake Waffle flavours.
The celebrity endorsement deal is a twist from the coffee and donut chain’s regular roster of pro hockey players. It’s a promotional tool that could lead to more sales.
Why is Justin Bieber a major coup for Tim Hortons?
According to retail analyst Bruce Winder, “it helps them appeal to a younger demographic, which is something they desperately need to do.” Justin Bieber is an excellent opportunity to connect with Gen Z and young millennials. This may also benefit Tim Hortons raise market presence in the United States, where the business is up against Dunkin’ Donuts and Starbucks.
“The U.S. is a very crowded coffee market, and Tim Hortons has struggled down there,” Winder said. “Justin Bieber is massively popular in the U.S., so this could help them.”
The collaboration is in line with the Canadian singer’s numerous posts on social media about Tim Hortons. It includes everything from photos of a holiday-themed Tims mug to concerns over a revamped lid.
What are Bieber’s thoughts about collaboration?
Justin posted about longing for Tim Hortons while being outside of Canada several years ago.
“Doing a Tim Hortons collab has always been a dream of mine,” Bieber said in a statement. “I grew up on Tim Hortons, and it’s always been something close to my heart.”
Tim Hortons’ chief marketing officer, Hope Bagozzi, said the collaboration is meaningful because of his true passion and connection with the company.
Bagozzi noted in an interview that Justin is “so fervent in how much he loves Tims. That’s the ideal partnership recipe.” So, the collaboration doesn’t look weighty in any way.
While hockey will “always be a part of our DNA,” she believes the star association with Justin Bieber will allow them to achieve out to prospective consumers.
“It opens us up to a different audience and a different conversation beyond just hockey,” Bagozzi added. “Justin has wide appeal but definitely does appeal to younger guests.”
Getting Justin Bieber, one of the greatest musicians in the world, is a massive win for the business. Timbiebs goods are available from Nov. 29 on the website.