Tim Hortons has teamed up with pop superstar Justin Bieber to launch three new Timbit flavours B次元官网网址� called Timbiebs B次元官网网址� along with co-branded merchandise.

The celebrity endorsement deal marks a departure from the coffee and doughnut chainB次元官网网址檚 usual lineup of professional hockey players, a marketing strategy that could attract new customers.

B次元官网网址淚t helps them appeal to a younger demographic, which is something they desperately need to do,B次元官网网址� said retail analyst Bruce Winder. B次元官网网址淛ustin Bieber is a good opportunity to connect with Gen Z and young millennials.B次元官网网址�

It could also help Tim Hortons build brand awareness in the United States, where the restaurant faces stiff competition from chains like DunkinB次元官网网址� Donuts and Starbucks.

B次元官网网址淭he U.S. is a very crowded coffee market and Tim Hortons has struggled down there,B次元官网网址� Winder said. B次元官网网址淛ustin Bieber is massively popular in the U.S., so this could help them.B次元官网网址�

The partnership aligns with the Canadian singerB次元官网网址檚 frequent social media posts about the restaurant, which have ranged from snapshots of a holiday-themed Tims cup to complaints about a new lid.

The Stratford, Ont.-raised performer has shared posts as far back as a decade ago about missing Tim Hortons while travelling outside Canada.

B次元官网网址淒oing a Tim Hortons collab has always been a dream of mine,B次元官网网址� Bieber said in a statement. B次元官网网址淚 grew up on Tim Hortons and itB次元官网网址檚 always been something close to my heart.B次元官网网址�

Hope Bagozzi, chief marketing officer for Tim Hortons, said his B次元官网网址済enuine love and engagementB次元官网网址� with the brand made the collaboration authentic.

B次元官网网址淛ustin is so fervent in how much he loves Tims,B次元官网网址� Bagozzi said in an interview. B次元官网网址淭hat is the perfect recipe for a collaboration. ItB次元官网网址檚 not forced.B次元官网网址�

While hockey will B次元官网网址渁lways be part of our DNA,B次元官网网址� she said the celebrity partnership with Bieber will help reach new customers.

B次元官网网址淚t opens us up to a different audience and a different conversation beyond just hockey,B次元官网网址� Bagozzi said. B次元官网网址淛ustin has wide appeal, but definitely does appeal to younger guests.B次元官网网址�

Nabbing Bieber B次元官网网址� one of the best-selling music artists of all time B次元官网网址� represents a major coup for the chain.

The genesis of the collaboration can be traced back to 2019 when the superstar waded into a heated debate over Tim HortonsB次元官网网址� lid redesign by launching a poll on his Instagram account.

B次元官网网址淭hat was the start of a conversation,B次元官网网址� Bagozzi said. B次元官网网址淗e was quite keen to do something with us, so itB次元官网网址檚 been almost two years in the making.B次元官网网址�

She declined to comment on the cost of the collaboration, but called it a B次元官网网址渨orthwhile investment.B次元官网网址�

The partnership comes at a time when many musicians have gone months with being able to tour or perform to large crowds.

While retail expert Winder said Bieber has likely lost revenue due to pandemic restrictions preventing large shows, he pointed out that the singer just released an album in March.

B次元官网网址淥ne could argue that Tim Hortons may have had to fork out more because Justin Bieber is a much bigger and more mainstream star,B次元官网网址� he said. B次元官网网址淏ut he has so much money from his success, I donB次元官网网址檛 think this is really a money thing for him. HeB次元官网网址檚 getting paid, but the motivation might be more that it pulls at his heartstrings and reminds him about where he grew up.B次元官网网址�

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.

B次元官网网址淲e probably started with about 100 possibilities,B次元官网网址� Bagozzi said. B次元官网网址淲e would send him samples to try and he was very specific on what he liked and didnB次元官网网址檛 like. It was months in the making to land on these three flavours.B次元官网网址�

Tim Hortons will roll out the limited-edition Timbiebs Timbits in chocolate white fudge, sour cream chocolate chip, and birthday cake waffle on Nov. 29, exclusively in Canada and the United States.

The restaurant will also have three merchandise items for sale, with more details expected in the coming weeks.

B次元官网网址擝rett Bundale, The Canadian Press