On August 15th, Canada’s beloved Tim Hortons introduced their new Dark Roast coffee by inviting coffee lovers to “Get into the Dark” with their most recent marketing campaign. Customers were welcomed into a dark restaurant and greeted by a voice guiding them to the front counter, where they were handed a Dark Roast coffee. Soon after, the lights were turned on and all was revealed.
While this campaign is a little unconventional for Tim Hortons, it definitely worked. Any PR or marketing professional knows that associating the campaign with the product is very important, and Tims pulled this off in a spectacular way.
Check out this campaign for yourself and tell us what you think!