Tim Hortons Celebrity Endorsement Brand Strategy

Justin Bieber lends name to Tim Hortons’ ‘Biebs Brew’ in Canadian team-up


By John Glenday, Reporter

May 17, 2022 | 3 min read

Justin Bieber is singing the praises of fast food chain Tim Hortons in a Canadian mash-up that will give the world its first taste of his vanilla-flavored cold brew coffee.

Justin Bieber

Justin Bieber has collaborated with Tim Hortons to create a special ‘Biebs Brew’ drink

‘Biebs Brew’ is the latest fruit to fall from the Tims x Justin Bieber collaboration tree, where the Canadian crooner adds a dash of his personality to popular menu items to encourage his fanbase through the doors of the restaurants.

Having divulged a preference for iced coffee, Tim Hortons wasted no time in whipping up a sweet, caffeinated treat modeled by the man himself.

Following the runaway success of bite-sized Timbits donuts, Biebs Brew will be joined behind the counter by the return of Bieber’s first cross venture ‘Timbiebs,’ in Chocolate White Fudge, Sour Cream Chocolate Chip and Birthday Cake Waffle-flavored varieties.

Bieber said: “Doing a Tim Hortons collab had always been a dream of mine. I grew up on Tim Hortons and it’s always been something close to my heart.”

Hope Bagozzi, chief marketing officer for Tim Hortons, added: “Even before the Timbiebs collaboration, Justin had often shared with fans how he’d grown up with Tim Hortons and was obsessed with the brand. His commitment to working with us to develop a natural and authentic twist on the Tims experience is what made Timbiebs a hit, and we know guests are going to love Biebs Brew and his take on Tims Cold Brew.”

Bieber is a major draw for the fast-food brand, as his 100 million Twitter followers attest, having previously leveraged his fame to promote Softbank.

Tim Hortons Celebrity Endorsement Brand Strategy

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