That’s what happens when two Canadian treasures team up.
Canadian pop superstar, Justin Bieber, is collaborating with Canada’s most Canadian coffee chain, Tim Hortons, on a project we didn’t see coming but are absolutely ready for.
The collaboration, aptly named Timbiebs, consists of three exclusive new flavors of Timbits and the Timbiebs swag (only available in Canada and the United States for a limited time starting November 29).
And the flavors of Timbits sound, in a word, amazing. Timbiebs come in white chocolate fudge, sour cream chocolate chips, and birthday cake waffles. How can we even choose between them? (Trick question. They’re Timbits, not you.)
Justin first teased the collab on Nov. 8 to his 203 million Instagram followers, displaying a Tim Hortons coffee mug on a table with various props and captioning it “working on something.”
The original Instagram post included Justin’s Tim Hortons email address where fans could email and receive an automated message saying, “If you’ve ever made it here, you deserve to know something special is coming up.” between me and Tims in Canada and the US. More soon…”
“Doing a collaboration with Tim Hortons has always been a dream of mine,” Bieber said in a statement. “I grew up with Tim Hortons and it’s always been close to my heart. He added that his favorite snack on the Timmies menu is the classic Timbits, so it was a partnership match made in heaven.
Courtesy of Tim Hortons
Justin has never been one to shy away from showing his dedication to the Canadian coffee giant. He sparked a frenzy in 2019 when he called out the company for changing its classic lids, calling the new design a “fuck of outrage”. He added: “Tbh it shouldn’t be plastic, find a way to be recyclable, let’s change the world one lid at a time.” He did, however, show some love for their holiday mugs.
Tim’s chief marketing officer, Hope Bagozzi, shared that Bieber’s lifelong love for the brand made the collaboration feel more genuine and authentic for both parties. This partnership is also notable because Tim Hortons historically chooses to enlist NHL players over musicians (thanks to the 2019 Shawn Mendes Cup collaboration). With Biebs, the company’s goal is to reach new customers who may not be familiar with Timbits Hockey and Tim Hortons in order to extend their reach to a new generation of consumers.
Bagozzi shared, “It opens us up to a different audience and a different conversation beyond just hockey. Justin has a broad appeal, but he certainly appeals to younger guests.” Yeah. One of the best-selling musicians around, having a brand partnership at any restaurant seems like a recipe for success.
We wonder what Sidney Crosby thinks of all this. He doesn’t have his own tastes, but at least he’s been hanging out with some cute kids lately.
In 2021 alone, we’ve seen major collaborations between musicians and fast food chains. BTS teamed up with McDonald’s for a Chicken McNugget meal combo (and proved to be a smash hit for McDonald’s, with a 12% increase in foot traffic in the first week of the meal; Megan Thee Stallion s’ is partnered with Popeyes to create a Hottie sauce; and Shawn Mendes has partnered with Chipotle for the Shawn Mendes Bowl.
Timbiebs will be available for tasting from November 29, 2021.
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