Canadian pop icon Justin Bieber will team up with Tim Hortons to launch three new Timbit flavours, appropriately called "Timbiebs," along with a selection of merchandise.
According to experts, the Biebs-Hortons crossover could help the coffee chain in the US, where they face more competition from chains like Starbucks and Dunkin Donuts.
Bieber, who is from Stratford, Ontario, is a known fan of Timmies, frequently posting social media stories with Tims mugs and products in them.
In 2011, Bieber posted a status saying "TIM HORTONS!! I missed you. #CANADA," which received nearly 10,000 retweets.
In December on 2019, Bieber went on a mini-rant after asking fans whether they preferred Tim Hortons' new or old coffee lids.
"@timhortons I know they could leak but it was easier to drink out of.. the coffee would come out better.. these new lids are uncomfortable on the mouth, and you get very little liquid each drink," Bieber captioned the poll results.
"It’s a damn outrage and needs to be changed back. Tbh [to be honest] it shouldn’t be plastic find a way to be recyclable let’s change the world 1 lid at a time," Bieber added.
Tim Hortons would respond to the post: "Hey @justinbieber thanks for your feedback. Sorry you aren’t loving our new lids, but the good news is that they’re made with 100 per cent recyclable plastic. We’d love to have you join our team that’s working to make them even better! DM us."
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, according to CTV News. "That is the perfect recipe for a collaboration. It's not forced."
The collab represents a departure for the franchise, which usually pair up with hockey players, who are a part of the chain's "DNA," said Bagozzi.
The products will be sold in the Canada and US only, to the behest of some fans in South America, namely Brazil, where Bieber is frequently asked to perform by fans.
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