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17.05.2022 - 16:43 / etcanada.com
A match made in marketing heaven between Tim Hortons and Justin Bieber is back with a new French vanilla-flavoured chilled coffee.
Biebs Brew is the pop star’s rendition of the coffee chain’s cold brew coffee launched last year.
Tim Hortons said the beverage is inspired by his “slight sweet tooth” and “love for hints of delicious vanilla flavouring in his coffee.”
The coffee is cold steeped for 16 hours to enhance the flavour, while the French vanilla syrup gives it a sweet and creamy taste, the company said.
READ MORE: Justin Bieber Teams Up With Tim Hortons For Limited Edition Timbits
Biebs Brew will be released next month alongside a limited-edition, stainless steel tumbler co-created by the Canadian performer.
“Every brand under the sun is doing these collaborations with celebrities now,” said Avni Shah, assistant professor of marketing at the University of Toronto’s Rotman School of Management. “It’s becoming much more efficient and productive than traditional advertising.”
She pointed out that the singer has 236 million followers on Instagram, compared with Tim Hortons’ 456,000 followers. “With just one post he reaches so many millions of people,” Shah said. “It’s just so much more productive than advertising on a billboard.”
The latest product collaboration comes after the meteoric success of the first phase of the celebrity endorsement deal last November. At that time, Tim Hortons introduced new limited-time flavours of the bite-sized Timbits doughnuts, dubbed Timbiebs, and 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 lineups outside of restaurants,” said Hope Bagozzi, chief marketing
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