Tim Hortons collaborates with Justin Bieber to launch Timbit Flavors named “Timbiebs”

Key points:

Coffee and doughnut chain’s newest celebrity endorsement could aid engage an unalike demographic.
Pop celebrity Justin Bieber holds a packet of Tim Hortons’ latest Timbit Flavours, called Timbiebes.
The Coffee and doughnut chain has collaborated with Justin Bieber to launch three latest Timbit flavours, along with co-branded promotion.

Justin Bieber’s collaboration with Tim Hortons:

Tim Hortons has collaborated with pop star Justin Bieber to launch three newest Timbit flavours, called Timbiebs, along with co-branded merchandise.

The celebrity endorsement agreement marks a leaving from the Coffee and the doughnut chain’s habitual lineup of expert hockey players, a marketing plan that could aid attract an unalike demographic.

The partnership ranges with the Canadian singer’s repeated social media posts about the restaurants, which have ranged from snapshots of vacation-themed Tims cups to accusations about a current lid.

“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.” Source – cbc.ca

Hope Bagozzi, Chief Marketing officer for Tim Hortons, said Bieber’s authentic lasting love of the brand made the alliance genuine. Indeed, the Stratford, Ont. raised performer has shared posts as far back as ten years ago about lost Tim Hortons while travelling outside Canada.

“Justin is so fervent in how much he loves Tims,” Bagozzi said in an interview. “That is the perfect recipe for a collaboration. It’s not forced.”

While hockey will “always be part of our DNA,” she said the celebrity partnership with Bieber will help reach new customers.

“It opens us up to a different audience and a different conversation beyond just hockey,” Bagozzi said. “Justin has wide appeal, but definitely does appeal to younger guests.