Tim Hortons and Justin Bieber set to launch Biebs Brew

Tim Hortons and Justin Bieber have met again in marketing heaven with their new French vanilla-flavoured chilled espresso.

Biebs Brew is a pop star’s version of the coffee chain’s cold-brew coffee, which was launched last year.

Tim Hortons saidThis beverage was inspired in part by his “slightly sweet tooth” as well as his “love of hints vanilla flavouring in his coffee.”

To enhance the coffee’s flavour, it is cold brewed for 16 hours. The French vanilla syrup gives it a creamy, sweet taste. said.

Biebs Brew and a limited edition, stainless steel tumbler will be released by Canadian performer next month.

“Every brand is now doing these collaborations to celebrities,” saidAvni Shah is assistant professor of marketing at University of Toronto’s Rotman School of Management.

“It’s becoming more efficient and productive that traditional advertising.”

She noted that the singer has 236,000,000 followers on Instagram, as opposed to Tim Hortons’ 456,000 followers.

Shah stated, “With just one posting he can reach so many million of people.” said. “It’s just as productive than advertising in a billboard.”

After the huge success of the celebrity endorsement deals in November, the latest product collaboration follows.

Tim Hortons also introduced limited-time Timbits flavours in bite-sized Timbits doughnuts. These were referred to as Timbiebs and other co-branded merchandise.

The items — a tote bag, a beanie hat and a fanny pack — sold out quickly and turned up online with resellers asking thousands of dollars.

“We had lines outside of restaurants.” saidHope Bagozzi, chief market officer for Tim Hortons. “Kids would be lining up around the building during their lunch hour at school.”

Shah said that the Timbiebs products weren’t available for long, increasing the buzz. said.

She said, “It created scarcity and drove demand.” said. “It also helped to generate word-of–mouth advertising online.”

The restaurant’s loyalty program Tims Rewards gives the company information on which customers purchased Timbiebs or the associated merchandise.

The collaboration “overindexed with a younger host”, but customers of all ages snatched up the Timbiebs items. Bagozzi said.

Marketing experts believe that Bieber has an advantage in appealing to younger audiences.

Jose Cil, CEO at Tim Hortons’ parent company Restaurant Brands International. saidThe company was surprised to learn that the first part had exceeded their expectations earlier in the month.

Repetition of celebrity endorsement deals is expected to increase sales of cold brew at the restaurant, which Tim Hortons launched 2021.

The company at the time was saidThe beverage could be enjoyed in many ways by guests, including with smooth and velvety Vanilla Cream. It’s not clear what this flavor is like with the French vanilla-flavoured Biebs Brew.

Bieber’s frequent posts on social media about Tim Hortons and Bieber are a result of the partnership between Tim Hortons, Bieber and Bieber.

This performer, who was born in Stratford Ontario, has shared posts about his experiences with missing Tim Hortons when he traveled outside Canada a decade back.

Justin Bieber said, “Doing the Tim Hortons collab was always a dream of mine.” saidIn a statement. “I grew to love Tim Hortons. It’s always been a part of my life.”

He stated, “We couldn’t stop with Timbiebs.

Brand collaborations that work well involve celebrities who already have an interest in the brand. This gives the partnership authenticity, Shah said.

She said, “It works since Justin Bieber was a Canadian guy who played Hockey and grew up in Tim Hortons.” said. “If he had teamed up Dunkin’ Donuts, it wouldn’t be the exact same.”

Biebs Brew is available at Tims restaurants in Canada and the U.S. from June 6. Only Canada will be able to purchase the stainless steel tumblers.

For a limited period, Timbiebs Timbits will be reintroducing Timbiebs Timbits chocolate white fudge and sour cream choc chip.

This report was published by The Canadian Press May 17, 2022.