Tim Hortons struck gold in its first meal and merchandise team-up with Justin Bieber. The brand said the promotion almost single-handedly reversed pandemic sales declines, with stores that offered the Timbiebs merch reporting a 10.3% increase in 2021 fourth-quarter sales versus an 11% decrease for that quarter in 2020.
So it should come as no surprise that Timbiebs is officially back.
Canada’s favorite coffee chain relaunched the sold-out merch on June 6, giving fans another shot at picking up a Timbiebs fanny pack, beanie or tote without having to pay a premium on the secondary market. But it’s not just a rehash of the previous promotion.
Capture the return of Timbiebs merch instantly on 6.6. CA and US only. #Timbiebs pic.twitter.com/BeMNYK9YH7
— Tim Hortons (@TimHortons) May 26, 2022
Tim Hortons also launched Biebs Brew, a new cold brew co-created by Bieber himself. And with it comes a new piece of branded merchandise perfect for pairing with said cold brew:
The brand is hoping the new tumbler and menu item help capture some more of that Bieber magic. And if the early social media returns are any indication, it’s working, with several Timmy’s promotional tweets and Instagram posts racking up impressive views and engagement numbers.
That doesn’t always translate to sales, but it certainly doesn’t hurt. (Having a mega-star like Justin Bieber involved also helps just a little bit.) And, as with the last promotion, the items are only available in stores, a move designed to incentivize foot traffic and drive food and beverage sales.
At this point, it feels like there are more major restaurant brands that have gone the celebrity meal and merch route than those that haven’t, which is great news for the promo industry. Every high-profile release keeps branded merchandise in the spotlight and potentially inspires other brands to give it a try.
It’s also fun to see a major brand like Tim Hortons having so much success with branded merchandise that it’s going back for another round. Hopefully, the tumbler takes off and we get another Timbiebs collab down the line. How about a Justin Bieber breakfast sandwich (made with Canadian bacon, obviously) and a matching hoodie with an insulated pocket for the sandwich?
We hope Tim Hortons is taking notes, because that’s money right there. Let’s make it happen.
