Tims teams up with Bieber on Timbiebs
Analyst says endorsement deal helps chain appeal to younger demographic
Tim Hortons has teamed up with pop superstar Justin Bieber to launch three new Timbit flavours — called Timbiebs — along with co-branded merchandise.
The celebrity endorsement deal marks a departure from the coffee and doughnut chain’s usual lineup of professional hockey players, a marketing strategy that could attract new customers.
“It helps them appeal to a younger demographic, which is something they desperately need to do,” said retail analyst Bruce Winder.
“Justin Bieber is a good opportunity to connect with Gen Z and young millennials,” Winder said.
It could also help Tim Hortons build brand awareness in the United States, where the restaurant faces stiff competition from chains like Dunkin’ Donuts and Starbucks.
The partnership aligns with the Canadian singer’s frequent social media posts about the restaurant, which have ranged from snapshots of a holidaythemed 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.
Hope Bagozzi, chief marketing officer for Tim Hortons, said his “genuine love and engagement” with the brand made the collaboration authentic.
“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.
Nabbing Bieber — one of the best-selling music artists of all time — represents a major coup for the chain.
The Bieber partnership comes at a time when many musicians have gone months with being able to tour or perform to large crowds.
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 U.S.
The restaurant will also have three merchandise items for sale, with more details expected in the coming weeks.